Challenging the Status Quo
Channel advertising stops selling and starts delivering what farmers need: real, actionable advice. To provide true value to farmers, Channel stripped out any fluff or excess, turning ad space into advice space.
TV spots were supplemented with 2-minute segments that aired during farm shows and felt more like editorial than advertising.
Radio became interviews instead of ads and regional reports from a local representative with timely advice.
Print, important for a farmer audience, paired a brand message with an advertorial full of tips.
Digital display took users to articles on topics they were searching for.
Paid social promoted local advice from the field.