Service That Goes the Extra Mile — Literally
Channel® — FieldFeast Campaign
Proving that local commitment isn’t a message — it’s an action — by turning everyday farmer needs into unexpected moments of service.
challenge
Proving Local Commitment
When Channel® seed relaunched following its merger with 10 regional seed brands, they needed to prove that they were still as committed as ever to the communities they serve and the service that they’re known for.
audience
From Brand-Agnostic to Dealer-Devoted
The primary audience for the FieldFeast campaign consisted of both current Channel customers and prospective farmers who strongly value local dealer relationships over the logo on the seed bag.
Channel SeedPros (seed dealers) understand their farmers’ realities better than anyone — especially during harvest, when long days in the combine leave little time for anything else. In rural communities without delivery options, even getting a hot meal can be a challenge. FieldFeast tapped into this everyday truth to show that Channel’s commitment isn’t just about seed performance, but about showing up for farmers in the moments that matter most.
solution
Channel FieldFeast
The solution was FieldFeast: SeedPros surprised Channel farmers by personally fetching meals from local food joints and delivering them to the fields using over-the-top methods, such as drone deliveries or helicopter drops.
To tell this story, we created an episodic video content series and posted the videos on Instagram and Facebook, boosting the top-performing content to expand our presence beyond our current follower base. We employed a mix of quick-hit 15-second videos and longer, two-minute videos to tell the story of our SeedPro drops. The local stories allowed us to tag the businesses featured and drive extra engagement with farmers local to that area.
results
When Local Love Scales
We measured our success through increased engagement with our FieldFeast content to ensure farmers were experiencing our SeedPros’ commitment to local communities — and the results speak for themselves:
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01
Total video views across organic and boosted videos exceeded 2.09M
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02
People who watched were highly engaged — the engagement rate for three-second or longer views was a whopping 58%
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03
Instagram organic engagement rate was 5.3% — well above the industry norms of 1%-3%
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04
FieldFeast content accounted for nearly half of all engagements and more than half of all impressions across all content that occurred as a whole in the five months it ran
This campaign was so successful that other SeedPros were inspired to create their own delivery surprises for their top farmers, resulting in UGC for the campaign and further proving that our SeedPros’ commitment to farmers extends beyond the sale.