CASES

Love That Comes From the Earth

Agriculture is made up of numbers, but also of stories.

To bring these stories to life, Corteva Agriscience decided to highlight who really matters: the producer.

We created a campaign that gave voice and face to these protagonists, showing society the value, dedication, and purpose behind the food that reaches our table.

A tribute that yielded excellent results.

See the details in the video.

Specialties in this case:

Almost

number of people reached

This piece is part of the "Love that comes from the land" campaign, focused on the coffee supply chain, connecting the producer on the plantation with the barista who receives the beans.

Seal of the campaign "Love that comes from the earth and feeds the world", with a circular design showing a heart inside a wooden crate.

This piece is part of the "Love that comes from the land" campaign, illustrating the "from field to table" concept with a montage showing a farmer delivering vegetables to a consumer.

Almost

views

AWARD-WINNING CASE

ABEMD Award

Challenge

To value the producers of fruits, vegetables, coffee, and citrus fruits, while simultaneously showing society the importance of this sector's work in feeding everyone. Corteva's challenge was to connect these two worlds, recognizing the farmer and strengthening the perception of their value.

Idea

The solution was the "Love that Comes from the Earth" campaign, a series of content pieces that put the spotlight directly on the producer. With an innovative visual identity for the sector, the strategy also aimed to give a voice to real farmers across different channels, telling their stories and showing that it is through their work that quality food reaches retail outlets and the tables of millions of Brazilians.

Main results

Nearly 7 million people reached.

Nearly 2 million views.

CPM 90% lower than the industry average.

Viewing rate (VTR) 17 points above average.

Click-through rate (CTR) twice the segment average.