Challenging times for UK agriculture
Nowhere will Brexit have a greater impact than in farming and the rural economy. Trade relationships in food and commodities, historic support payments, changing environmental policies, a seasonal workforce let alone the political landscape will all impact on owners of land and rural businesses. The only organisation that defends the rights of owners of land in the UK is the Country Landowners Association.
As a consequence of the EU referendum result, we identified an opportunity for the CLA to publicise how it is leading the way in creating a world-class food, farming and environmental policy for the UK; and why owners of land need to join and support the organisation.
Client Services Director Michael Gurney was keen to take an uncomplicated and direct stance with this tactical message: “In the widest sense of the word, this is a nationally important campaign for the CLA, the moment for the organisation to clearly lead from the front in support of UK agriculture and rural business. That’s an important message to its membership but also a key motivator in attracting new members at a time when the sector needs strong representation.”
Simon Bergin, Head of Strategic Marketing at the CLA, who was integral in helping shape the tone of voice of the campaign commented, “The Point has a thorough understanding of what motivates farmers and land owners and creates communication that addresses them in their own language.”
The creative is running across farming and rural titles both on and offline during the autumn. You can find out more about the CLA here.