With Fonterra cutting its payout to farmers, it's tough times ahead for the rural dwellers. To show its support, Power Farming teamed up with Hamilton agency PAN to create the 'Pilsner to Paradise' campaign and bring Fieldays to Hamilton’s CBD in an effort to give something back to farming clients and to provide their salespeople with a fun way of getting to know their clients better.
The execution saw SkyCity’s The Local Tap House and its car park turned into the Power Farming HQ. Eight tractors were brought in to set the scene while local brewery Good George got onboard to create a Power Farming Provincial Pilsner for attendees to enjoy.
Customers who visited the Power Farming site at Fieldays were invited back to the bar to chat about life on the farm and enjoy the themed Pilsner. Hauraki FM's Leigh Hart and Jason Hoyte were also in attendance to broadcast from the event and promote it .
PAN director Graeme Blake says the event was a “complete success with Power Farming posting outstanding results for Fieldays 2016 which was predicted to be a lack lustre by Fieldays' pundits”.
Supporting the campaign is a ‘Pilsner to Paradise’ video featuring Power Farming marketing director Brett Maber and a Good George brewer explaining the unique brew.
Blake says the video was designed to “align with the ‘times are tough’ message", so was created with a low budget, and was shot on an iPhone.
The 'Pilsner to Paradise' campaign is being extended out through Power Farming dealerships, which will be visiting farms around the country to share stories, deals and advice over a Power Farming Pilsner with a chance for a rural family to take off for break to the Gold Coast.
It's been tough times for farmers for a while now, particularly after Fonerra cut its forecast payout for milk solids by 25 cents a kilo.
- See our story on how Farmstrong has raised awareness of farmers' mental health here.
Fonterra chief executive Theo Spierings told Stuff the cut would mean dairy farmers would earn about $400 million less than previously expected for their milk in the 2015/2016 season.