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July 4th 2016


Our Five-A-Day For Fendt


Ask most farmers and they will tell you that when it comes to owning a tractor Fendt is the aspirational brand.

Aspiration doesn’t come cheap; you don’t reach the top – become the coveted brand without a selling a high quality product.

It could be argued that people buy a Rolls Royce or a Bentley for the perceived status of these brands. Those farmers who buy Fendt do so not out of vanity, but because they know that operating a Fendt tractor will give them a greater return on investment over other brands.

Branding is all about positioning and perceptions. Fendt already own the top spot, but although they are widely acknowledged to be the best they are also perceived by some as too expensive for the average farm.

Whilst it is true that the initial purchase price may be greater when compared to other brands, the efficiency and fuel economy that Fendt provides soon reverses this disparity making Fendt a more viable option for a far greater number of farmers.

Fendt’s challenge to us was to devise a campaign that exploded the myth surrounding the affordability of a Fendt tractor, without compromising the brand’s position.

Our “big idea” came in the form of the Fendt “Five-A-Day” plan. This plan is recommended to help farmers get the most out of their day – every day. Fendt’s “balanced” tractors are designed for a variety of tasks which all add up to help agricultural businesses stay healthy and prosperous.

“Five-A-Day” promotes the “year-round goodness” that Fendt tractors provide. What we really needed were farmers who were already on the plan – Fendt customers who could explain the rewards that they and their businesses are reaping by operating Fendt tractors.

As we have said before, ‘there’s no better form of advertising than happy customers.’ We interviewed five Fendt customers from five different agricultural sectors – Fruit, Arable, Vegetable, Dairy and Contracting.

We produced five testimonial videos hosted on a unique “Five-A-Day” campaign-specific microsite, print advertising for national farming press, show display graphics and dealer literature.

At the time of writing this piece the campaign is in its early stages but we have received tremendous feedback. More importantly new chapters are already being planned for the Fendt story on farms where previously the writing was on the wall for such aspirations.