To reinvigorate the IPF brand and, in doing so, create a more emotional connection between their vast array of products and the Australian farmers who rely on them to maximise their productivity.
Extensive research revealed that while Australian farmers are naturally focussed on the ‘now’ and making the most out of every season, they also have an unyielding desire to pass their farms on in better condition than when they took them on. And for most of them, this is measured by the health of their soil. The campaign was then built around the idea of Australian farmers realising the potential of their soil, and in doing so, the potential of their entire operation.
A brand TVC, a number of product specific TVCs and 10 online video testimonials were filmed on farms throughout Australia over a two-week period. The fully integrated campaign also featured a large number of print and digital executions that bring the idea of ‘realising potential’ to life. The national campaign kicked off in March 2018, with a fully flexible approach that ensures creative is rotated weekly to feature the right product in the right region at the right time of year.