Remind the farming community of JCB’s rich agricultural history and create brand awareness for JCB Workwear.

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The word famous JCB brand is synonymous with construction, which is great most of the time, however, when trying to target the agricultural community it presents challenges. Farmers are extremely loyal to their key brands and require a dedicated offering, not just some construction gear repackaged for them. Cunning Plan was approached to introduce the brand to the UK’s agricultural market and create brand awareness. 

Through a mix of Advertising, PR, and Social Media, the key message was that JCB Workwear takes the farming industry seriously – and has developed a specific range just for them. 



We kicked off with a photoshoot to capture some fantastic images of the range in action – getting a cow to look right at the camera is harder than you might think!

The shots were used to create a new Agricultural Brochure that was mailed directly to a list of over 2000 farming retailers.

JCB also took over the Farming UK site as well as having ads across a variety of other Farming sites.



The PR campaign saw us targeting the key titles in the farming industry to strike up a conversation on the future of farming. As well as offering a direct sales message, the ads drove traffic to an online survey designed to gather opinions on the profession and generate subsequent news stories.

It transpired that, in spite of the general perception in the media, most of those surveyed felt farming was in a great position (and certainly not ‘in crisis’) and offered a job for life. The story generated considerable coverage and created a fascinating discussion on the social networks.

In addition we developed a sales presenter for the PSF sales teams to aid them when presenting to potential retailers as well as a direct mailer highlighting the benefits of stocking the range.

The campaign saw a significant uplift in sales and several key new listings for the products.