case studies
Creating a farmers’ market with a difference
Farmers Weekly is the number one farming publication that serves the whole British agricultural industry. The magazine and website provide the latest industry news, market trends and technical information to help farmers manage their businesses more effectively.
Objective: To create a strong, brand focused advertising campaign promoting a new web offering from Farmers Weekly – fwmarketplace.co.uk – an online marketplace where agricultural equipment can be bought and sold through searchable classified listings. The campaign needed to appeal to users and potential advertisers alike. As a result of diverse media buying, Shoal needed to produce a grid layout system that could easily be adapted to different landscape and portrait sizes without diluting the key message.
Solution: A strong campaign look and feel was developed by combining the red and yellow brand colours together with appealing and relevant imagery emblazoned with a dominant ‘SOLD’ graphic. The addition of the headline: ‘The Market. The Place.’ helped to reinforce the new URL, encouraging readers to check out the new website and try the service for themselves. The second line: ‘You do the farming… We’ll do the selling.’ aimed specifically at the farming community was also introduced.
Effective: In addition to driving traffic and therefore customers to the new website, our solution has helped raise general awareness of this service amongst the agricultural community.