Episode five of season two of the Agri Food Comms-Cast.
In episode five of season two of the Agri Food Comms-Cast, Farmers Guardian and Morrisons explore the new, consumer facing #FarmingCAN marketing campaign. This year-long initiative aims to create conversations and highlight what British farming does for the public beyond producing food.
Farmers Guardian’s marketing manager, Hannah Carrick, and head of news and business, Olivia Midgley, join Catherine Linch to discuss the campaigns structure. They leverage the public’s interest in farm stories, as shown by their annual 24-hour social media blitz #Farm24.
The campaign targets farmers, policy makers and the general public. Each month, it promotes different aspects of farming, such as tackling climate change, career opportunities and the positive impact on the countryside. Celebrity endorsements promise to extend the campaign’s reach significantly.
The campaign has support from major names in the agri-food industry and countryside sector, including retailer Morrisons. These supporters engage their audiences and networks to amplify the campaign’s message.
To conclude this month’s episode, Sophie Throup, head of agriculture at Morrisons, explains their involvement. She discusses how Morrisons supports the marketing campaign and helps strengthen relationships between consumers and farmers.
Where you can listen
Presented by…
This week’s guests
Olivia Midgley
Hannah Carrick
