Long Live Farming

Muirs has been serving the agri-sector since 1951. That kind of longevity doesn’t happen by accident. It’s earned through resilience, relationships and relentless focus on doing what’s right by farmers.

While their reputation in the field was strong, their brand had never kept pace. There was no clear story, no consistent identity and no unifying message to cut through in a noisy and increasingly commoditised market.

So when Muirs asked us to help them reconnect with the sector and show up with more clarity, we didn’t start with strategy decks or positioning workshops. We started with the people.

Understanding the farmer mindset

We know the agri-sector. More importantly, we know farmers. We understand how they think, what they value and what kind of language speaks to them. We also understand the context they’re operating in — increased compliance, economic pressure, and a lot of noise from brands trying to prove they “get” rural New Zealand.

What farmers don’t want is another corporate campaign telling them how tough things are. What they do want is a brand that sees them, backs them and keeps showing up when things get hard.

That’s the space Muirs has always occupied, they just didn’t know how to say it.

Grow forward

The work started by unpacking what Muirs had that no one else could copy, namely 70+ years of unbroken service to the sector, across good seasons and bad.

From that emerged a brand idea that honoured the past while pointing to the future: Grow forward.

It spoke to what Muirs enables in the lives of their customers. It acknowledged the strength of legacy without getting stuck in it and it created a brand lens that could flex across everything from campaigns and content to internal culture and values.

This wasn’t about overhauling the business. It was about unlocking the clarity and confidence to tell the story they’d been living all along.

Long Live Farming

The first major creative expression of the new platform was a campaign built to do one thing well – give Muirs a clear, differentiated
voice in market.

Long Live Farming became both a tribute and a provocation. A rallying cry that stood apart from the transactional clutter of endless deals, seasonal flyers and generic service promises and instead spoke to the enduring spirit of farmers themselves.

We built a campaign system designed for visibility and connection:

Creative tone: Proud, gritty, real. No fluff. Just bold, black-and-white portraiture and copy that said exactly what it meant.
Media approach: A mix of social, digital and print — targeted placements designed to stand out in a crowded category.
Brand voice: Developed to sound like the sector — direct, plainspoken and grounded in shared values, not marketing clichés.

Farmers saw themselves in the work and Muirs saw a lift in awareness and internal pride. More importantly the brand had a platform to build on for whatever came next.

Bringing clarity to a brand that already had credibility

What set this project apart wasn’t the size of the budget or the scale of the media. It was the strategic confidence that came from truly understanding the audience.

We didn’t need to tell farmers what they already know. We just needed to reflect their world back to them with respect, conviction and clarity. All through the lens of a brand that’s been on their side for over 70 years.

You don’t always need a reinvention

With Muirs, the brand equity was already there. We helped shape it into something that resonated. “Grow forward” gave the business a future-fit message. “Long Live Farming” gave it a voice that felt unmistakably theirs.

Because when you understand the people you’re talking to, you don’t need to shout. You just need to say something that matters and
mean it.