Case Study: Yara International strengthens farmer engagement with Soil Poetry by Geelmuyden Kiese

Yara International reaches 65,000 users with Soil Poetry through Geelmuyden Kiese

Yara International, a global leader in agricultural products, sought to promote its new line of organic-based fertilizers by connecting with farmers on an emotional level about soil health. The communications agency Geelmuyden Kiese was engaged to help Yara reach farmers who have a deep, personal connection to their land.

Geelmuyden Kiese created the Soil Poetry campaign by visiting farmers across Europe to capture their unspoken feelings about the soil, which were curated into a poetry book. This campaign significantly strengthened Yara's brand position. The initial print run of 1,000 books was quickly distributed, and the digital campaign organically reached over 65,000 unique users, with engagement far exceeding previous benchmarks.

Yara International