National Farmers Union
Industry
Agriculture / Membership Organisation
What We Did
Brand Strategy, Campaign Development, Creative Direction
Introduction
In the turbulent lead-up to Brexit, the agricultural sector was facing one of the most divided periods in its modern history.
Farmers across the UK were split not only politically, but socio-economically, regionally, and culturally. Large commercial farms, small family operations, specialist producers, and mixed enterprises all had distinct priorities and pressures — and many felt unseen.
NFU, the voice of British farming, recognised both the risk and the opportunity:
in times of fragmentation, leadership matters.
They approached us to develop a brand-led campaign that would:
Reassure and unify a diverse membership base
Reposition the NFU as a support system for all farmers
Strengthen their value proposition at a time when advocacy and representation were more important than ever
Drive new membership while reinforcing loyalty among existing members
The brief demanded strategic clarity, cultural sensitivity, and creative ambition — a textbook example of where bold thinking and nuanced insight must work together.
Audience Insight
Following nationwide qualitative and desk research, two truths became impossible to ignore:
Division was deep and emotional.
Brexit had amplified differences between agricultural groups, creating a sense of “us vs. them.”Diversity was the sector’s defining strength.
No two farmers were the same — in background, operation size, role, expertise, or worldview.
Any solution built on generalisation would fail.
We needed a unifying idea that honoured individuality and restored collective identity.
Our Solution
“We’re here for all of you.”
A simple yet transformative shift.
This platform reframed NFU as the organisation that understands the realities of every farmer — large or small, specialist or generalist, traditional or progressive.
It delivered three strategic outcomes:
Inclusivity: A campaign that spoke to every farmer without diluting authenticity.
Relevance: A timely message during a period of political and emotional tension.
Value: Reinforced NFU membership as essential, not optional.
This became the foundation for an integrated national campaign.
Creative Direction
1. Real Farmers. Real Britain.
We commissioned documentary-style photography featuring real farmers across the UK — captured as they are, in their own environments.
Unscripted. Unpolished. Unfiltered.
The result was a visual language rooted in authenticity, a non-negotiable for an audience that values honesty over artifice.
2. The “Many Hats” Narrative
Modern farmers don’t operate in a single role; they switch between dozens every day —
engineer, business owner, scientist, environmental steward, economist, vet, community leader, and more.
Our creative leaned into this reality, using it as a storytelling device to celebrate the breadth of expertise within the sector.
The message was clear: NFU supports all farmers.
3. Unified, Story-Led Communication
Our copy and headline system was crafted to feel human, empathetic, and representative of the sector’s diversity.
By shifting the creative frame from “farmers” as a singular group to a mosaic of unique individuals with shared purpose, we built a narrative that united the industry without flattening its differences.
Impact
Reframed NFU as the unified voice of British farming.
Restored trust and relevance in a divided sector.
Delivered significant commercial uplift.
↑ 60% YoY growth in new memberships
Let’s work together.
Have any questions or interested in working together?
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