Farm Source

The challenge

Farm Source wanted to refresh its “Great Rates from Our Mates” campaign, which offers farmers discounted essentials like power, fuel, insurance, and broadband through trusted partners. The challenge was to make the campaign more distinctive and recognisable, while staying true to its core promise of mateship and shared value. By reframing the idea of “mates” around human connection, we created a more genuine, relatable tone. The refreshed strategy emphasised value, simplicity, and cohesion, ensuring clear, consistent messages that could flex across both brand-led and tactical campaigns.

Some of the main considerations were to:

• Communicate that Farm Source has the best partnerships t deliver value and choice back to Farmers on their power, telco, on-farm fuel and insurance services.

• Segment audiences to receive the relevant messaging based on their needs and time of season.

• Focus on a more streamlined and farmer centric approach.

• Simplify messaging and visual presentation with same look and feel across all comms.

Our approach

The campaign delivered a fresh, distinctive identity across print, digital, and in-store collateral. By exploring the idea of “mates,” we introduced simple, universally recognised gestures, like a handshake or smile, as recurring visuals. This created an engaging, easily recognisable identity that connected with farmers while staying true to Farm Source’s brand values of helpfulness, relatability, and strong relationships.

The impact

The final designs not only met the brief but elevated the campaign’s visibility through bold, recognisable creative that stood out in rural retail environments. The consistent visual language helped reinforce brand trust and ensured farmers could quickly identify the offers in-store and online.