Project Description

24 Hours in Farming.

24 Hours in Farming.

24 hours in Farming

Sponsor: Morrisons plc

Brief:

Morrisons spends £950m per year directly with farmers, working closely with 3,400 growers and livestock producers. The business is extremely proud of the work it does to support the British agricultural industry. Morrisons was keen to raise awareness of the work it does both within  the farming community and with its consumers. They needed an agency with the experience and network to reach their target audiences with this specialist message.

Solution:

24 Hours In Farming is an online event that AgriBriefing has now been running for the past four years. For one full day in August, we encourage anyone working within agriculture to take to social media to showcase the work they undertake using the hashtag #Farm24. Supported by both farmers and high profile influencers it is a feel-good event with massive reach, which aims to show consumers how committed and proud farmers are to produce their food. As sponsor of the event, Morrisons showcases its support for the industry through association, as well as through a series of articles which run in Farmers Guardian, Dairy Farmer and Arable Farming magazines highlighting their farming projects and agricultural plan. In addition, we produce a series of consumer–facing videos which highlight the farming businesses Morrisons work with. These films are shared from both AgriBriefing’s and Morrisons’ social media accounts on Facebook, Twitter and LinkedIn and are very much in-line with the supermarket’s wider advertising campaigns.

Results:

In 2018 the detailed reporting we set up showed that #Farm24 achieved an audience reach of 114 million and #Farm24 trended in the top 5 on Twitter throughout the event. It was also supported by a number of top influencers including the prime minister, celebrity chefs, sports, music and television stars. The event was also covered by a large number of national and local media outlets.

Services:

  • Online event hosting
  • News and features content generation – research, copywriting, digital design layout and subbing
  • Video storyboarding and production
  • PR campaign design and management
  • Bespoke microsite development
  • Organic and PPC social media planning and management, management of external posts, Tweets and tracking
  • Graphic design
  • Project management
  • Full data and reach analytics reporting

24 hours in Farming

Sponsor: Morrisons plc

Brief:

Morrisons spends £950m per year directly with farmers, working closely with 3,400 growers and livestock producers. The business is extremely proud of the work it does to support the British agricultural industry. Morrisons was keen to raise awareness of the work it does both within  the farming community and with its consumers. They needed an agency with the experience and network to reach their target audiences with this specialist message.

Solution:

24 Hours In Farming is an online event that AgriBriefing has now been running for the past four years. For one full day in August, we encourage anyone working within agriculture to take to social media to showcase the work they undertake using the hashtag #Farm24. Supported by both farmers and high profile influencers it is a feel-good event with massive reach, which aims to show consumers how committed and proud farmers are to produce their food. As sponsor of the event, Morrisons showcases its support for the industry through association, as well as through a series of articles which run in Farmers Guardian, Dairy Farmer and Arable Farming magazines highlighting their farming projects and agricultural plan. In addition, we produce a series of consumer–facing videos which highlight the farming businesses Morrisons work with. These films are shared from both AgriBriefing’s and Morrisons’ social media accounts on Facebook, Twitter and LinkedIn and are very much in-line with the supermarket’s wider advertising campaigns.

Results:

In 2018 the detailed reporting we set up showed that #Farm24 achieved an audience reach of 114 million and #Farm24 trended in the top 5 on Twitter throughout the event. It was also supported by a number of top influencers including the prime minister, celebrity chefs, sports, music and television stars. The event was also covered by a large number of national and local media outlets.

Services:

  • Online event hosting
  • News and features content generation – research, copywriting, digital design layout and subbing
  • Video storyboarding and production
  • PR campaign design and management
  • Bespoke microsite development
  • Organic and PPC social media planning and management, management of external posts, Tweets and tracking
  • Graphic design
  • Project management
  • Full data and reach analytics reporting