This summer, we launched “Always Show Up,” a breakthrough integrated campaign for Channel® seed that puts a fresh, human spin on service in agriculture. Built around the simple truth that real partners show up for every kind of day, the work challenges the category to think beyond the good seasons and celebrate the people who stand beside farmers through every obstacle and milestone.
Rooted in Channel’s Rise to the Challenge brand platform, the campaign delivers a clear message — “anytime, any field, any challenge” — underscoring the consistency and commitment farmers deserve.
The launch kicked off with a hero video spot running across broadcast, streaming and digital channels, supported by radio, OOH, social, display and dealer-level activations.
“To bring Channel’s brand promise to life, we focused on a simple truth: Showing up matters. We leaned into humor to bring that reliability to life in a way that’s not only memorable, but unmistakably human, because that’s what Channel delivers to farmers, season after season,” said Creative Director Darren Brickel.