The audience research looked grim:
Farmers don’t want to be sold to, they want to be supported.
The Truth campaign leans into this insight with a bold, new approach that stops selling and starts delivering what farmers need: real, actionable advice. The stripped back look and self-aware headlines turned ad space into advice space, breaking through clutter and the fourth wall to challenge the status quo.
Watch the case study:
:60 TV
:60 Radio
