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John Deere - "Run With Us"
Date
2020-2023
Role
Lead Planner
Project type
Annual Campaign
John Deere's Small Ag & Turf division was the first division we worked with at EP+Co. From 2020 through 2023, we developed an umbrella campaign for Deere's B2C business called, "Run With Us."
While John Deere has never had to deal with an awareness issue - being one of the most iconic American brands in history - there was a disconnect with current and potential Deere owners. Brand health scores told us that people no longer felt connected to the brand. We decided to take on that challenge with those who loved us most: our customers.
"Run With Us" - which was a 2022 Effie finalist - was developed as an invitation to join a community of Deere owners from all walks of life. The campaign’s been going strong for 3 years now, and it’s taken us all over North America to tell Deere owner stories. From the ranches of Texas to the suburbs Long Island to the Arctic Circle (yup), we got to tell the stories of Deere owners, their land, and their equipment.
Below are some of my favorite executions that include broadcast, print, and OLV.
