For over 35 years the Bailey family have led the way in agricultural trailer innovation. But while the company’s manufacturing credentials remained untouchable, they were becoming increasingly out of touch with farmers due to their unassuming branding and closed communication. Time for us to help steer the conversation.
Farmer interviews and brand workshops provided us with the ammunition and direction to position Bailey as genuine trailblazers. We began by developing a new brand strategy, visual identity and tone that was unapologetically confident, yet undeniably human in its approach. We then tapped into our insight, by creating a disruptive campaign that fed into the truth that farmers favour buying quality equipment. ‘The trailer in front’ positioning was born, immediately leading to Bailey’s competitors playing catch up.
15% sales increase within a year of brand refresh
New dealer contracts have been awarded worldwide to keep pace with accelerated demand.
