UK farming is about to enter a new era. Corteva has set out to show real leadership in preparing the industry for the future. The Resilient and Ready programme was born in 2019 – a project designed to deliver meaningful insight and information through the experiences of four, hand-picked farms. Partnering with Linking Education and Environment (LEAF) the ground-breaking, three-year partnership combines the best technical insight and commercial application to help the selected farms become more profitable, sustainable and resilient for the future.
Eve Communications was asked to spread the word about the launch of the Resilient and Ready programme with the goal of getting as many applicants as possible. The awareness campaign focused heavily on achieving coverage in the agricultural press, hooked on two ‘discovery events’ held in England and Scotland. But the campaign spanned digital channels too – the team created a launch video, blog posts, image galleries and social media content to drive engagement and interest. We then took the lead in announcing the appointment of the successful farms using a combination of media relations, social media, blogs, supplied features and a video.
Over the course of the next three years, it will be our role to ensure the experience and discoveries flowing from the four farms are communicated effectively to as many farmers as possible, ensuring the programme delivers as much value as possible for all involved.
We played a pivotal role in the successful launch and recruitment of farms to the programme. The launch video has been watched thousands of times and targeted press releases hit key titles such as Farmers Weekly, Farmers Guardian, Scottish Farmer and others.
Such was the quantity and quality of applications that Corteva doubled the intake from two to four participants. Our extensive contacts and knowledge of this area played a vital role in securing great coverage in the most relevant media outlets. A key success is that two of the four selected farmers came forward directly as a result of coverage we achieved for the client in the Aberdeen Press and Journal.
Our ability to distill the key messages via an array of engaging content has continued to fuel exposure.
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