BRAND BUILDERS

Of course, there is enormous pressure to make the agriculture sector more sustainable. Opinions on the matter are sharply divided. But despite all the different opinions you hear everywhere, farmers see things differently. In their work, they care about the future, nature and harmony. How do you share that message, through which FrieslandCampina wants to connect with Dutch people?

Campaign
Content & socials

Video
Documentary
Social posts

Authentic without the hectic

The campaign reveals what dairy farmers are doing to improve nature. This is done in a sincere and genuine way. We recorded without rules.

As a result, the meetings with the protagonists provided a lot of pure and genuine content. We translated this to different channels. Quick and short for socials. And mini-documentaries with some depth for those who want to enjoy the whole story. For younger audiences, a group of influencers visited the wonderful farms and spoke to the farmers about their sustainability initiatives.

Focusing on the long run is also a strategy

The biggest players pave the way. FrieslandCampina is happy to take on that leadership role. Without getting defensive, but with a desire to connect. A smart choice, as the results have shown.

The positive campaign targets public opinion, regular customers and FrieslandCampina’s own dairy farmers and members. The high click-through rate shows that public opinion is not all prejudiced. This is how we added balance to the sustainability discussion. It will help make our beautiful country even more beautiful.

Case review

Maaike Ruijter-Kamman, senior communication specialist at FrieslandCampina: "From the first presentation, it was clear that the Brand Builders team struck the right chord with the #Weigevoel concept and it fit our campaign objectives in every way. The collaboration with the team was very smooth and during the shoot, we worked closely together to achieve the best result in visuals and words. It was not unusual for us to start the day at sunrise at four in the morning, but it produced fantastic images with great campaign results. Unsurprisingly, there will be a follow-up campaign next year!"

Want to explain your sustainability strategy to the Netherlands? Call or email Eric.

Mail Eric