Case Study: Barclays raises awareness of agriculture support with Brands2Life

Barclays reaches 389m with Brands2Life's #FarmtheFuture campaign

Barclays Business Banking tasked the communications agency Brands2Life with raising awareness of its long-term support for the agriculture sector. The challenge was to create a campaign demonstrating Barclays' understanding of farmers' challenges and positioning the bank as a trusted advisor to help these businesses grow, while carefully avoiding broader political and environmental issues.

Brands2Life launched the #FarmtheFuture initiative based on data showing an aging farmer population. The campaign aimed to encourage succession planning and promote agriculture as a career, partnering with former JLS member and farmer JB Gill on an engaging video. Brands2Life's work generated 50 media pieces, including features on BBC Radio 4's Farming Today and BBC South East, achieving a total reach of 389 million.

Barclays