BACKGROUND

When Yara launched organic-based fertilizers, products tailored for organic farming, soil health emerged as the central theme. These fertilizers would naturally appeal to farmers who take pride in their land and view soil health as vital to their farming. Through conversations with farmers, we discovered an emotional bond they share with their soil – feelings that are rarely expressed in words. We decided to tap into these emotions to create Soil Poetry.

SOLUTION

In conversations with over 1,000 European farmers, we learned that many of them have a deep, personal relationship with the soil they work with. This bond, and the rarely spoken emotions tied to it, became the foundation for the Soil Poetrycampaign. Through direct quotes and reflections, we curated a collection of “soil poetry” that captures farmers' love and respect for their land.

We visited nine farmers in Sweden, Italy, and the UK, gathering their thoughts and portraying them in their natural settings. From this, we curated the most powerful quotes and paired them with intimate, honest photographs in a 63-page poetry book titled The Unspoken Sacred Trust – a name taken from one of the farmer’s quotes.

RESULTS

Soil Poetry became a tribute to farmers’ most valuable resource – their soil. The poetry book was distributed to key stakeholders in the agricultural sector and received overwhelmingly positive feedback. The first print run of 1,000 copies was quickly snapped up, leading to the planning of a second edition to meet demand.

The campaign also achieved significant digital reach, particularly in Scandinavia, Italy, and the UK. Through organic reach alone, over 65,000 unique users were reached, and engagement on campaign posts far exceeded benchmarks from previous and comparable campaigns.

With Soil Poetry, Yara has strengthened its position as a brand that understands and values farmers’ dedication to their land. The campaign deeply resonated with its audience and demonstrated, in an unexpected yet relevant way, the importance of listening to and sharing farmers' own perspectives.

All photos: Sune Eriksen / Tinagent