Pioneer
Here's To Farmers
Truth
For decades, agricultural marketing has been rife with clichés and stereotypes. A man in a shiny pickup truck and a woman bringing out a tray of sandwiches. It has failed to capture the grittiness of the job, the long hours, and the pride farmers feel. But the absolute worst stereotype? That men do all the work.
Made
It’s rare for a leader to challenge its own industry. But the clichéd state of agricultural marketing demanded it. Pioneer knew that women of all ages play a key role in the farm’s success. So, they took the opportunity to change the game and truly connect with all modern farmers—including grossly under-represented female farmers.
Remarkable
Here’s to Farmers reflected women and modern farming with an authenticity rarely seen in agricultural marketing. Within days, the campaign took off as social media filled with praise, millions of views poured in, and earned media followed. It also drove standout sales, keeping Pioneer at number one. Proof of what can happen when you shine a light on people who’ve gone unseen for far too long.
15%
YoY Sales Increase
15%
YoY Sales Increase
#HeresToFarmers gives farmers a reason to share… and smile.
Seeding positive vibes
Farmers posted their love for the campaign on social media, generating thousands of free impressions for the campaign. #HeresToFarmers also quickly became a common mention in Pioneer-related social posts, cementing Pioneer’s position as the seed brand for all farmers.
Challenging stereotypes
On social, our audience praised the prominent inclusion of women farmers in the campaign, saying the imagery was trailblazing and gave them goosebumps. Followers shared their appreciation for depicting these often unsung heroes and posted using tags such as #WomeninAg, #FarmHer, and @AgWomensNetwork.
