Awareness campaign
Opportunity
The Pasture Renewal Charitable Trust (PRCT) approached TRACTA to create a campaign that encouraged farmers to increase their pasture renewal rates to 10% per annum. Research had shown that the current average renewal rate was far below this with scepticism from farmers around the rate of financial return regarding renewing pasture, as it is usually quite a costly exercise to undertake.
Solution
A powerful campaign that delivered hard hitting facts and instilled patriotic pride in the NZ farming community. TRACTA tied the campaign in with the flag change referendum and created their own version of the flag made from perennial ryegrass. The strategy team also worked with PRCT to drill into past research and generate hard-hitting facts about the benefits of grazing on new pastures opposed to older varieties, using a “game of two halves” creative to clearly display the differences. The campaign had its own launch event and spread across digital, rural press and PR.
The digital team also rebuilt the Trust’s website and it is now used as an informative tool by farmers when considering pasture renewal.
Post analysis results show that the PRCT’s ads were shown 274,769 times from digital media channels alone over the campaign period. Advertisement click through rates were double the industry average and directed 2,706 new visitors to the PRCT’s website.
