At the National Agri-Marketing Association annual conference in St. Louis, AdFarm’s Farm Voice panel did what most conversations about ag innovation don’t: it let farmers define it for themselves. 

Kevin Johansen, a seedstock Hereford and Charolais producer from Lebanon, Missouri; Courtney Lintker, a dairy and grain farmer from Venedy, Illinois; and Katey Foster, a third-generation farmer from Columbus, Kansas, brought different and valuable perspectives to share with a room full of agri-marketers. What they shared was a clear filter for what belongs on the farm and what doesn’t. 

“I’m always hesitant on new technology,” Foster said. “But if it’s going to help save me time or yield, that’s when you’re probably going to catch my eye.” 

New tools are constant, but adoption is not automatic. On a family operation, every decision comes with questions and often multiple generations weighing in. If something is going to be used, it has to work in real-world and real-farm conditions. 

Lintker pointed to where technology earns its place. In dairy, labor and time drive decisions. Tools like activity-monitoring ear tags help her manage cattle when she can’t be everywhere at once. Efficiency is not a bonus, it’s a requirement. 

“Anything that catches my eye is something that’s going to make it more efficient for me on the farm,” Lintker said. 

Johansen sees a steady flow of startups and new ideas through his involvement beyond the farm. Even with that exposure, the standard stays the same. If a tool cannot prove its value, it doesn’t last. “It has to have a return on what we put in,” he said. 

The same discernment carried into the discussion on artificial intelligence, a major topic across the conference. The farmer perspectives ranged from skeptical and “not convinced” to cautious optimism. 

Johansen saw room for AI in managing data, especially on the livestock side. He also acknowledged that agriculture tends to move deliberately. Trust is built over time through steady performance and reliability. 

When the conversation shifted to sustainability, our panelists shared a common sentiment that sustainable practices are nothing new to farmers. 

“We’ve been doing regenerative sustainability practices for 40 plus years,” said Johansen, adding that rotational grazing and forage management practices have been part of operations like his for decades. 

For all the frameworks and programs, the long-term viability of agriculture still comes down to the people running the operations. 

Lintker described sustainability through the lens of dairy, where byproducts become feed and nutrients cycle back into the soil. “Dairy cattle are really your ultimate up-cyclers because we can use byproducts that would go to waste and turn them into milk,” she said. 

Foster brought it back to pressure on land and inputs. As land becomes more expensive and competition increases, efficiency becomes tied to survival. “To be sustainable, we have to keep making enough food… you have to be able to make more with less.” 

As the panel moved into how farmers evaluate products and services, the message to marketers came through clearly: clarity wins, overcomplicated messaging does not. 

“There is a lot of noise out there,” Johansen said. “You don’t have the time to sift through all that.” 

Lintker added what that feels like on the receiving end as a busy farmer. Sorting through multiple versions of the same product is not a priority, and the most valuable perspectives are often the ones closest to home. 

“Relying on your peers, your neighbors … that’s the biggest thing,” said Lintker. “Networking and having those good relationships with your local people in the community because they know the ground, they know the area, they know the operation.” 

Foster pointed to trust as the filter. Local advisors, agronomists and peers help translate what matters and what doesn’t. Those relationships carry more weight than broad messaging. 

Across the conversation, one theme held steady. Innovation only earns its place on the farm when a solution fits the farm in function and finances.  

Aligning the perfect message and market for farmers is the unique role Farm Voice is built to play for AdFarm. It brings us as marketers closer to the reality of how decisions get made on the farm by speaking directly to farmers, not making assumptions about what they need or how they think.  

At NAMA, that perspective filled a room and left attendees with new insights to bring to their approach to agri-marketing.  

The best work doesn’t happen in isolation. It happens in partnership. That’s how we approach every project at AdFarm. This year, that work was recognized by the National Agri-Marketing Association (NAMA), with eight regional first-place awards and 10 merit awards across campaigns for Merck Animal Health, Nutrien, Renewable Energy Farmers of America (REFA) and the American Royal. 

Here’s how we partnered with our clients to turn challenges into ideas that delivered results. 

Merck Animal Health 

PrimeVAC “Prime Their Future” 

Every calf represents future revenue. But too often, the value of preconditioning isn’t clearly communicated at sale. PrimeVAC had the proof: veterinary certification, proven vaccines and measurable premiums. What it needed was a platform that made that value unmistakable. 

“Prime Their Future” brought the full story together in a simple, ownable way. Black-and-white imagery kept the focus where it mattered, while a single yellow PrimeVAC ear tag became a visual shorthand for certified health and higher value. 

The message was direct: calves enrolled in PrimeVAC can earn up to $48.39 more per head. Across print, digital and trade, the campaign aligned veterinarians, cow-calf producers and buyers around one idea: this is the program you can trust, and the one that pays. 

Merck Animal Health 

Safe-Guard® Feed “Deworm Your Way” 

A classic roadside diner. A summer food truck. And a dewormer that works year-round, on your schedule. 

That’s the idea behind “Deworm Your Way,” a campaign built to elevate Safe-Guard® feed formulations in a market dominated by injection-based competitors. It’s the combination of nostalgia and practicality that had producers deciding to “order up” their Safe-Guard once again. Feed formulations offer something no other product can: stress-free deworming in the pasture, without the chute. 

Together, the campaign served 12.6 million impressions. Google display ads hit a 2.9% click-through rate, 1.5% above the previous campaign. Story ads with a programmatic partner achieved a 76% completion rate, beating industry benchmarks by half a point. 

Nutrien eKonomics 

The Dirt PodKast Season 4 

Consistency builds trust. And in agriculture, trust is earned over time. 

Season 4 of The Dirt PodKast, hosted by Nutrien agronomist Mike Howell, focused on exactly that: showing up with practical, relevant insight producers can use. 

Year-over-year listens grew by 66% to more than 36,000. Total downloads now sit above 111,000, with roughly 3,000 per month and a loyal base of returning listeners. 

But growth didn’t come from volume alone. It came from expanding the ecosystem around the podcast: 

• Companion video content  

• Strategic event integrations like the Calgary Stampede  

• Collaborations with ag media and research partners  

Nearly 6 million impressions supported distribution, with social CTRs exceeding 4%. 

Renewable Energy Farmers of America 

From Skeptic to Advocate 

Launching a new organization takes credibility. The fastest way to build it is through real voices. We helped a brand-new association, REFA, tell the story of a Kansas rancher who moved from wind energy skeptic to advocate.  

The goal was to create an authentic, human story that would resonate with landowners. The piece framed Pete’s journey from initial skepticism to advocacy for wind power and landowner education, illustrating how renewable energy and agriculture can coexist. 

The result wasn’t just awareness. It was positioning REFA as a peer-driven, trusted resource from day one. 

American Royal 

World Series of Barbecue  

For the American Royal, the goal was to turn a major event into a story media couldn’t ignore. AdFarm crafted and deployed a media advisory for the American Royal’s World Series of Barbecue, the largest barbecue competition in the world, with the goal of drawing local families, community members and media to the event. The advisory positioned the weekend as both a culinary competition and a Kansas City tradition, with clear story angles for television, print and digital outlets. 

The result: 117 media hits, an estimated potential reach of 22 million and an ad value equivalency of $208,000. All four major Kansas City television stations covered the event, including a standout placement on ESPN during Monday Night Football, bringing a taste of the city’s barbecue heritage to a national audience. 

Merck Animal Health 

Resflor Gold® “The Gamble” 

Cattle production is a risk. When Resflor Gold® needed to defend its position in a competitive market, we leaned into a truth we heard from the people who live it every day.  

That insight became the foundation for “The Gamble,” a casino-inspired creative platform built around one clear message: don’t risk treatments that don’t work. 

The campaign launched at the 2025 American Association of Bovine Practitioners (AABP) national conference, where bold visuals, branded playing cards and poker chip-style ear tags brought the concept to life. Three distinct creative executions worked together to tell the story of risk management in cattle health: a roulette wheel in a feedlot, a poker chip ear tag and a blackjack table on grass. 

The campaign ran across print, digital and video through peak BRD season. The result? Merck Animal Health is on track to celebrate its largest Resflor Gold® sales year ever in 2025, beating the prior year by more than $5 million. 

Want to Build Work That Works? 

Awards are great. But what really matters is helping our clients strengthen their brand conviction and market perception in ways that contribute to real growth in competitive agriculture markets. This is the kind of work we are proud to do alongside our clients. 

Looking to help your brand stand out? Get in touch with us at hay@adfarm.com.  

AdFarm is proud to welcome experienced agri-marketing leader Kari Palutis as Vice President, Growth and Revenue, leading growth strategy and agency initiatives across North America. Palutis brings more than two decades of experience in agency leadership, client partnership development and integrated marketing communications across many of agriculture’s biggest brands. 

“I love working in agriculture because of the problems you solve and the impact you make,” says Palutis. “And when you think about the marketing agency that is the very closest to the farmer, it’s AdFarm. I’m ready to dig in and help this talented team advance agriculture even further.”  

In her role, Palutis will drive several key business units and differentiators for AdFarm, including the proprietary AgIntel agriculture insights division, Farm Voice producer community and events, new business, and AdFarm branding and marketing. 

Palutis is a seasoned strategist and leader whose career has lived at the intersection of agriculture, brand building and creative problem-solving. She has delivered results for many of the industry’s most influential organizations, including Corteva, Bayer Crop Science, John Deere, Elanco and Merck Animal Health. Her background spans creative, strategic and corporate roles, equipping her with a unique ability to connect disciplines and accelerate growth with clarity, transparency and collaboration. 

Before joining AdFarm, Palutis served as Chief Client Officer at Rooster, where she led account teams to deliver measurable results through candid partnership and cross-functional alignment. Previously, she was Vice President, Account Management (Ag) at HLK, guiding teams to award-winning performance, including a Bronze Effie for Bayer Crop Science, while helping expand the agency’s agribusiness portfolio. She has also held senior leadership positions at The Sandbox Agency (now MERGE), Nortek Global HVAC, and Osborn Barr. 

“We are tremendously excited to welcome Kari to AdFarm,” says Ben Graham, President of AdFarm. “Her combination of strategic vision, client partnership experience and creative roots makes her an exceptional fit for our team. Kari will play a critical role in strengthening our growth strategy and expanding the value we deliver to clients across North America.” 

Palutis joins AdFarm at a time of continued momentum for the agency. The company marked its 40th anniversary in 2024 and has recently been named agency of record for several major agribusiness clients, including BASF Agricultural Solutions Canada and Merck Animal Health Cattle. 

Palutis will be based in St. Louis where she has a small horse farm. She will be working closely with teams across AdFarm’s network of offices in Kansas City, Calgary, Guelph and Fargo. 

To learn more about the leadership team at AdFarm, please visit adfarm.com/leadership.   

Exploring Farmer Pressures in the AgIntel Index Report 

High input costs. High interest rates. Tariffs. Looking back on 2025, this year brought its fair share of challenges to farm country. 

Farmers faced one of the most difficult years in history, even before their fields thawed out. With already ongoing concerns like drought conditions and labor shortages, new pressures have compounded to make the 2025 farm economy one of the most challenging ones since 2009, according to Beth Ford, CEO of Land O’Lakes. 

The 2025 Farm Economy is just one of the topics we explored in the inaugural issue of the AgIntel Index Report, our new annual publication delivering trends, data and insights influencing the agriculture sector. The AgIntel Index Report is authored by AdFarmers and uses research and industry trends, plus insights from our Farm Voice community, to dig deeper into what farmers are facing. 

The first section of the AgIntel Index Report, Volatility, Transition and Resilience: The 2025 Farm Economy, was authored by Matt Weeks, Director of AgIntel; Ally Bosch, AgIntel Researcher and Brady Stadnicki, Director of New Business. The article covers the top concerns for farmers, exploring issues unique to Canada and the U.S. as well as shared challenges on both sides of the border. 

While producers in both Canada and the U.S. cited increasing costs of production as their top concern, U.S. producers are more concerned about low or volatile commodity prices and Canadian producers are more concerned about changing tax rules and trade barriers.  

For grain farmers, the global commodity market has been particularly tough as prices have been low or volatile while they have contended with higher production costs and changing government regulations, along with high interest rates. Although livestock producers are on the opposite side of the spectrum with record-high market prices, their input costs also remain high, on top of dealing with drought recovery and tighter herd inventories. Farmers are also aging, leading to a shrinking farmer population and consolidation of farms. Fewer farmers are managing larger swaths of farmland.  

The AgIntel Index Report further explores not only these issues, but also the ways that farmers are finding ways to face these challenges, helping them get through in the short term and potentially changing how they operate in the long term. These trends require all of us in the greater agribusiness industry to adapt to the changing needs of today’s grower. 

To learn more about the 2025 Farm Economy and other pertinent topics farmers faced this year, download your copy of the AgIntel Index Report today. 

See what trends, data and insights are driving change for agri-marketers

Effective agriculture marketing requires an understanding of what farmers have experienced, what they’re currently concerned about and what’s on the horizon. That’s what you’ll find in The AgIntel Index Report, our new publication combining data, farmer voices and industry trends to deliver insights shaping the agriculture sector. 

This report examines the forces that affect how the North American farmer is dealing with the day-to-day while keeping an eye on the future: from economic and geopolitical pressures to the advent of new technologies, to navigating sustainability, to making business decisions and understanding market demands. Perspectives from farmers both in Canada and the U.S. have been included to highlight their differences and similarities, as the two countries tackle comparable challenges in their own ways. 

For more than 40 years, AdFarm has been an agri-marketing leader, working with some of North America’s greatest agricultural brands. The AgIntel Index Report was compiled with resources unique to AdFarm: our AgIntel team and their deep research capabilities, our Farm Voice community of 500+ North American farmers and ranchers providing their perspectives, and our AdFarmers, who bring their agricultural and marketing strategy expertise to our work. This report was written entirely by AdFarmers for agriculture and marketing decision-makers, no artificial intelligence needed. 

“The AgIntel Index Report is a representation of AdFarm’s unique differentiators, all of which make us the agency closest to the farmer,” said Matt Weeks, AgIntel Lead at AdFarm. “It brings the collective insights of AdFarm, AgIntel and Farm Voice into one cohesive report, distilling down critical information into what it all means for our clients and for the industry.” 

The report, which will be released annually, is essential reading for agribusiness decision-makers, marketers and communicators. Each year, AdFarm will deliver insights that will provide a deeper understanding of farmer pressures so that we as an industry can respond accordingly. 

The inaugural AgIntel Index Report dives into the trends, challenges and opportunities faced by the agricultural industry in 2025: 

• The 2025 Farm Economy: Producers are facing increasing volatility and uncertainty, as interest rates fluctuate and the cost of production keeps going up. How should suppliers respond? 

• Artificial Intelligence in Agriculture: This technology is taking every industry by storm, agriculture included. How could it realistically help farming and how can farmers adopt it for their operations? 

• Regenerative Agriculture: While there’s no simple answer for what it entails, research indicates that curiosity and adoption is growing. What are producers doing in their fields and how are consumers responding? 

• Authenticity in Ag Content: Know your audience, and how to best reach them. Building trust with farmers requires content that’s genuine and real.  

• The New Rules of Branding in Agriculture: As audience demographics and their demands evolve, how can agriculture brands connect meaningfully with customers? 

• Bridging Consumer Understanding in Agriculture: Everyday consumers are the ultimate customers of agriculture, but the gap in understanding between farmers and the public has been a challenge for the industry. 

The AgIntel Index Report is now available for download. Register to get a copy of the report straight to your inbox and to receive updates for future issues. 

Agri-marketing leader represents agriculture industry on prestigious list 

AdFarm is honored to be named among the Kansas City Business Journal’s Best Places to Work in 2025. AdFarm is a full-service North American marketing agency dedicated to elevating agricultural voices and brands, with U.S. operations based in Kansas City’s vibrant Crossroads Arts District.  

The Best Places to Work program identifies and honors organizations based on employee feedback, measuring engagement, trust and workplace satisfaction. AdFarm’s recognition reflects how we live the values of curiosity, collaboration, empathy, optimism and excellence at every step of our culture and our work.  

“This recognition means so much because it comes directly from our team,” said Colleen Robert, HR & Operations Lead at AdFarm. “It’s a reflection of the trust, respect and collaboration that define how we work together—whether we’re in Kansas City, Calgary, Guelph, or anywhere else we call home.” 

AdFarm’s initiatives provide employees with opportunities to get immersed in agriculture with annual Farm Daze farm tours, dig deep on insights with educational Lunch and Learns, celebrate our accomplishments with family-oriented team barbecues, and highlight our agriculture leadership with events like Farm Voice. AdFarm demonstrates our commitment to community involvement by organizing team volunteer days, like a recent Chain of Hope animal rescue toy drive and volunteer day, and offering benefits for individual volunteer efforts.  

AdFarm recently celebrated 40 years, with 26 of those right here in Kansas City. As a city with a legacy and present highly influenced by agriculture, it’s the perfect fit for an agency rooted in advancing agriculture.  

“AdFarm has always been about more than marketing,” Robert added. “We’re about building trust, sharing real stories from agriculture, and making an impact in the communities where we live and work. That mission is possible because of our team and the way we work together.” 

The honor will be celebrated at the Best Places to Work awards event on Wednesday, October 22, 2025, at the Homefield KCK Showcase Center. The event runs from 4–6 p.m. and will recognize the top three companies in each size category. 

For more information about the Best Places to Work program, visit the Kansas City Business Journal website. To learn more about AdFarm’s work and culture, visit adfarm.com. 

In today’s digital landscape, video is no longer a “nice to have”—it’s one of the most effective ways to reach and engage your audience. For agri-marketers and businesses, video is a powerful tool to build trust, showcase innovation and tell real stories from the field. 

The best part? You don’t need a fancy camera or a big production budget. You only need your phone, a good story and a strategy. 

Here are some best practices for shooting high-impact social media videos to help you tell your story to a broader audience.

1. Start With a Goal—and a Hook

Before you hit record, do a little bit of pre-production thinking.  

• Know your purpose: Tell a story, build brand awareness, show a product in action or showcase a new location or team member.  

• Hook fast: Grab attention in the first three seconds—use movement, bold text or a cool visual.  

• Keep it short and sweet: Under 60 seconds is ideal video length for most social media platforms. The human attention span is short; get to the “good stuff” fast.  

Once you know the goal, craft a quick hook. Social media users scroll fast, so grab attention in the first three seconds with a striking visual, a compelling question or even movement in the shot. 

2. Plan Your Message: Keep It Clear and Simple

Social media isn’t the place for jargon or long-winded explanations. 

• Stick to one key idea per video. 

• Write a loose script or outline. Don’t wing it unless you’re great at improv.  

• Instead of a full script, craft talking points to stay focused. They will help you sound more natural and less scripted.  

• Use natural, everyday language. Imagine you’re explaining something to a neighbour or new colleague. Talk how your audience talks, not corporate-speak. The easier it is to grasp, the more views you will see. 

• End with a clear call to action. A call to action helps deliver results because you’re telling your audience what you want them to do next. Some examples to get you thinking include “Save this post,” “Visit the link in bio,” “Tag a friend” and “Come see us today!” 

 3. Shoot Smart With Your Smartphone 

Today’s phones can shoot excellent video—you just need to use them well. Here’s how: 

• Set up for success 

• Clean your camera lens (you’d be surprised how many people forget this). 

• Use the back camera for the highest quality. 

• Turn on gridlines in your camera settings for better framing. 

• Frame and light it right 

• Shoot vertically (9:16 aspect ratio) for Instagram Reels, TikTok and YouTube Shorts. 

• Keep your subject’s eyes near the top third of the screen.  

• Use natural light. Face a window or film outdoors when the light is soft (early morning or late afternoon). 

• Avoid strong backlighting or shadows. 

• Sound matters 

• Record in a quiet environment or use a small lapel mic. 

• Don’t rely on built-in phone mics when filming in wind or near machinery. In the ag business, we seem to always be around wind or machinery.  

• Always add captions. Most viewers watch with the sound off, so add captions to your TikTok, YouTube or Instagram posts to maximize reach. Some platforms have the capability to generate captions automatically but take the extra time to review the captions to make sure they are accurate.

4. Steady Up Your Filming 

You can make all kinds of little, simple changes to the filming process that will take your footage to the next level. Next time you shoot, try to:  

• Film in 4K (if available on your phone) and export in high quality. 

• Use a tripod, gimbal or stable surface to avoid shaky footage. 

• Shoot B-roll (extra clips) to use in future videos. 

• Repurpose one video for multiple platforms by editing differently for each. 

 5. Edit for Energy 

You don’t need professional software to create something great. There are easy-to-use mobile editing apps like CapCut, InShot or VN that let you: 

• Trim down clips to keep them punchy. 

• Add on-screen text to reinforce key points. 

• Use transitions, music and filters (but keep it clean and consistent with your brand). 

• You may also explore software like Adobe Premiere Rush, which is a powerful but simple desktop editing tool.  

Pro tip: Capture extra footage (aka B-roll) like crops swaying in the wind, close-ups of equipment or a walk through the barn. These make your edits more dynamic and reusable. 

5. Optimize for Social Platforms

Each platform has its own quirks. Here’s how to get the most from your content: 

• Instagram Reels and TikTok: Use vertical video, trending sounds and short, snappy messages. 

• Facebook: Upload directly (the algorithm favors native video), use a square or vertical format and add strong captions. 

• YouTube Shorts: You can follow the same format as TikTok and Reels, but videos here have more room for informative content. 

 6. Measure What Matters 

Like any crop you plant, you need to look at your yield. How can you improve next time? What’s working? What isn’t? Have you found a niche that’s gaining traction? If so, stick with it and keep growing! 

• Views and watch time: Are people sticking around? 

• Shares and saves: Is your content resonating? 

• Comments: Are you sparking conversation? 

Test different formats: Try how-to videos, interviews with growers, product walkarounds or even a day in the life at work. See what connects and iterate from there. 

Authenticity Beats Perfection 

In the agriculture industry, trust matters. Your audience isn’t looking for overproduced corporate videos—they want to see real people, real places and real stories. 

Whether you’re a small seed company, a large ag brand or an independent agronomist, your phone can become a storytelling tool that brings your work to life. 

Get out there, hit record and let your voice be heard. 

Want to learn more about how to create effective videos for your social media channels? Reach out today to get started! 

Program will platform the authentic voices shaping agriculture today 

AdFarm is pleased to announce the launch of the Farm Voice Ambassador Program, bringing authentic voices to the center of agricultural communications. The program strives to amplify lived perspectives to build trust and accuracy in how agriculture is understood and represented. Ambassadors will be featured across events, in media and online, to help elevate the important perspectives of producers on both agriculture and mainstream stages.  

Farm Voice Ambassadors are selected from the AdFarm Farm Voice community, a network of over 500 North American farmers and ranchers. Farm Voice members provide real-life insights and perspectives that guide AdFarm strategy, creative and messaging for clients across the agriculture landscape. 

“At AdFarm, we believe there’s no one better to tell the story of farming and ranching than those working the land and living the lifestyle,” said Matt Weeks, AgIntel lead at AdFarm. “Where Farm Voice brings those critical perspectives to agricultural marketing, the Farm Voice Ambassadors will bring producer perspectives to a broader audience—through media, events and more.” 

Representing the greater Farm Voice community, Farm Voice Ambassadors will bring boots-on-the-ground experience to every conversation. They are prepared to engage clearly and confidently, whether on a podcast, at a press event or in a roundtable discussion. Each ambassador is equipped to participate meaningfully while staying rooted in their role as working producers. 

“The Farm Voice Ambassadors bring a level of integrity, diversity and day-to-day experience that deserves to be highlighted,” said Weeks. “They are real producers, not corporate spokespeople—and that’s exactly what makes them so powerful. Their voices are authentic, informed and capable of shaping the way agriculture is seen and understood.” 

The Farm Voice Ambassador program will officially debut at the Agricultural Media Summit in Rogers, Arkansas, July 27-30, where representatives from the first group of ambassadors will be on-site for a panel discussion, media engagements and conversations throughout the event.  

AdFarm will serve as the connection point for media professionals and organizations seeking to engage with these producers for editorial features, speaking engagements or insight-driven collaborations. 

For more information on Farm Voice, to feature these Ambassadors or inquire about other collaboration opportunities, visit https://adfarm.com/farmvoice/. 

BASF Canada Agricultural Solutions (BASF), a market leader in the development, formulation and distribution of agricultural solutions, has named AdFarm as its agency of record. AdFarm, a North American agricultural marketing leader, will lead marketing initiatives for BASF, including strategic planning, creative development, media strategy, digital support including digital content and media and more.

As the agency of record, AdFarm will utilize its AgIntel division to drive accurate and actionable intelligence straight from the farm into BASF’s marketing initiatives. Having recently celebrated its 40th anniversary, the full-service agency is extensively familiar with the agricultural solutions sector of the industry. The AdFarm team is armed with a rich understanding of the industry landscape, diverse marketing trends and challenges facing farmers to help elevate the BASF mission and vision to Canadian farmers and beyond.

“AdFarm’s extensive experience and deep understanding of our industry makes them the perfect fit for this new chapter,” says Andrea McConnell, head of customer solutions at BASF Canada Agricultural Solutions. “Together, we aim to harness our shared commitment to innovation and leadership, unlocking new opportunities that will help drive growth in our business. AdFarm understands that agriculture is more than just a job – it is a cornerstone of who we are, and with AdFarm by our side, we are confident that we will amplify our ability to connect with our customers on a deeper level.”

The agency of record designation is an expansion of services for the BASF and AdFarm relationship. Since 2023, AdFarm has been working with BASF on public relations campaigns and tactics, including the Growing Home with BASF campaign that is rooted in giving back to rural communities and the InVigor® Series project to show appreciation for BASF customers.

“At AdFarm, we have always thought highly of the BASF brand and its strong reputation in the agriculture industry,” says Ben Graham, president at AdFarm. “BASF leads with customer-centric values that are respected by Canadian farmers, and we are thrilled to grow our partnership with such a purposeful brand in the industry. Our team is equipped, excited and motivated to work alongside the BASF marketing and customer solutions team on strategic, purposeful and creative campaigns.”

The two entities launched the partnership Jan. 1, 2025. For more information on either entity, visit adfarm.com or agriculture.basf.ca.

Farming, like marketing, is a high stakes balancing act. Push too hard for immediate results, and you might reap a bountiful harvest today—but at what cost? A farmer who overuses fertilizers may see lush fields this season but risks leaving behind soil that’s brittle and lifeless. Likewise, a marketer chasing quick wins with constant retargeting and endless discounts risks exhausting their audience, turning loyalty into indifference. 

Too many marketers fail their brands because they’re farming for this season while torching the soil of tomorrow. But here’s the good news—both farmers and marketers have the tools to break free from this cycle. By leaning on research and embracing strategy, they can build a foundation that not only delivers immediate results but also ensures sustainable growth for years to come. 

 

The Internet’s Influence on Marketing 

The digital era revolutionized marketing, making every click, view and interaction measurable. This newfound data pushed many marketers to prioritize short-term tactics, eager to prove ROI quickly to stakeholders. 

While these metrics provided quick validation, they often came with unintended consequences. The focus on short-term wins turned many marketers into chasers of algorithms, curators of keywords and purveyors of quick fixes—trading the enduring art of brand building for fleeting moments of engagement. 

Farmers already understand the value of long-term planning, using data and science to protect their fields and ensure sustainable yields. Marketers can take a similar approach, balancing immediate gains with lasting results. 

 

Building a Strong Brand: Insights from Research 

In 2013, Les Binet and Peter Field delivered groundbreaking insights into marketing strategy with their report, The Long and the Short of It: Balancing Short and Long-Term Marketing Strategies. Their findings, based on over 1,000 campaigns, remain a guiding light for marketers: 

1. The 60:40 Rule: Allocate 60% of marketing resources to long-term brand building and 40% to short-term sales activation for optimal results. 
2. Emotional Campaigns Have Staying Power: Campaigns using emotional storytelling build loyalty and pricing power far better than those focused solely on products. 
3. Short-Term Tactics Have Limits: Discounts and promotions may boost sales quickly, but they rarely create lasting growth. 
4. The Cumulative Effect of Branding: Consistent, long-term branding builds momentum over time, leading to stronger customer loyalty and higher perceived value. 
5. Overemphasis on Short-Term Metrics Can Hurt: Brands overly focused on short-term ROI often struggle to achieve sustainable growth or meaningful profit improvements. 

These findings serve as a reminder that playing the long game in marketing doesn’t just make sense—it’s backed by data. 

 

Case Study: McCain’s “We Are Family” Campaign 

McCain, a leader in the agri-food sector, faced a significant challenge during a cost-of-living crisis. Consumers were gravitating toward lower priced, private-label alternatives. To maintain its market position, McCain needed to move beyond short-term promotions and focus on building deeper, long-term connections with its audience. 

The solution? McCain launched its We Are Family campaign, celebrating the diversity of modern families and the shared joy of mealtime. 

Over nine years, McCain consistently delivered this message across TV, digital platforms and other media. The campaign positioned its products as more than just food—they became symbols of connection and togetherness. 

The results were remarkable: 

• Reduced Price Sensitivity: Consumers were 47% less likely to switch to cheaper alternatives, even during economic challenges. 

• Base Sales Growth: Sales grew by 44% without any expansion in product lines or distribution. 

McCain’s long-term commitment paid off. By prioritizing emotional branding, they didn’t just drive sales—they fortified customer relationships and solidified their market position. 

 

Actionable Steps for Agribusinesses 

Agribusinesses can learn from these examples to develop their own long-term strategies. Here’s how: 

1. Outline a Clear Position: Keep it simple. Your audience won’t remember a 35-slide deck on your brand positioning. You should be able to articulate your brand’s position in 10 seconds or less. 
2. Find the Right Balance: The 60:40 split is a great starting point, but every company is unique. Find the right balance for your business and category. 
3. Talk to Your Customers: Once you join a company, you stop being the customer. Talk directly with farmers, retailers, agronomists or whoever your customers are to guide your decisions. 
4. Measure What Matters: Tracking clicks is easy, but investing in metrics like brand growth and long-term business impact is what truly counts. 
5. Embrace Storytelling: Features and benefits alone don’t build a brand. Share authentic stories about the farmers, families and communities impacted by your work. 
6. Commit to Consistency: Stick with your brand message. Avoid constantly reinventing yourself—it takes time to build recognition and trust. 

Farmers and marketers alike understand the importance of patience and planning. In farming, short-sighted decisions can strip the soil of its potential. In marketing, they can exhaust audiences and weaken brands. 

The solution lies in a balanced approach. By investing in emotional storytelling, consistency and long-term planning, agribusinesses can build brands that endure. These brands will not only weather economic uncertainty, but thrive, earning customer loyalty and commanding respect in the marketplace. 

Interested in exploring how you can build lasting relationships with your audience? Get in touch with our team of experts to dig deeper.