Progressive Safety approached us to develop a full service marketing strategy to introduce the agricultural community to JCB’s Workwear range. Although traditionally thought of as a construction brand, JCB actually began life in the farming market – our plan was to remind people of JCB’s rich agricultural history.

Through a mix of Advertising, PR and Social Media, the key message was that JCB Workwear takes the farming industry seriously – and has developed a specific range just for them.

We kicked off with a photoshoot to capture some fantastic images of the range in action – getting a cow to look right at the camera is harder than you might think!

The shots were used to create a new Agricultural Brochure that was mailed directly to a list of over 2000 farming retailers.

We took over the Farming UK site as well as having ads across a variety of other Farming sites.

The PR campaign saw us targeting the key titles in the farming industry to strike up a conversation on the future of farming. As well as offering a direct sales message, the ads drove traffic to an online survey designed to gather opinions on the profession and generate subsequent news stories.

It transpired that, in spite of the general perception in the media, most of those surveyed felt farming was in a great position (and certainly not ‘in crisis’) and offered a job for life. The story generated considerable coverage and created a fascinating discussion on the social networks.

In addition we developed a sales presenter for the PSF sales teams to aid them when presenting to potential retailers as well as a direct mailer highlighting the benefits of stocking the range.

The campaign saw a significant uplift in sales and several key new listings for the products.