As Open Farm Sunday celebrated its 19th year, the challenge was to keep Britain’s biggest farming open day relevant and visible. The campaign needed to strengthen public understanding of how farmers farm with nature, connect with audiences, and continue building trust and loyalty between farmers and consumers.
We brought the Cultivating Connections creative platform to life, celebrating the vital relationships between farmers, the public, and the environment. A multi-channel PR campaign amplified authentic farmer voices, especially those of the next generation, through case studies, media interviews, and a nationwide Radio Day.
Fresh consumer research provided a powerful news hook, exploring Gen Z’s views on sustainable farming. These insights were used to challenge misconceptions and fuel debate across national and regional media. Five farmer case studies, alongside more than a dozen farmer spokespeople, helped bring the story to life across broadcast and print.
And social media advertising further extended reach, driving awareness and traffic to the Open Farm Sunday website.
• 178 pieces of coverage (+45% year on year) delivering 234 million opportunities to see or hear about Open Farm Sunday (+300%)
• 24 print pieces (incl. The Sun, Delicious, Waitrose Weekend)
• 16 online pieces (reach: 161m+)
• 138 broadcast pieces (reach: 69m+), including BBC Breakfast (20 mins airtime), Radio 4 Today, Radio 2, The Archers, and LBC
• Consumer research findings gained wide traction, sparking national debate on farming’s role in tackling climate change
• Social media drove over 1.7k homepage link clicks and nearly 8,000 farm page visits, with exceptionally low CPCs.
