The road to success

Despite modernization, the heart of farming still beats loudest in its small communities. So to help farmers across America see the benefits of their Grow Smart strategy, we helped BASF organize an old-fashioned road trip. Our #dirtroadtour video series meandered from Louisiana to Illinois, with dozens of stops along the way, connecting agriculture audiences in authentically personal ways.


Tough Love

Technology is great, but farming still happens at ground level.

True Love

The farming community is alive and well, and in-person connections still matter.

Born of the Grow Smart strategy, our #dirtroadtour video series connected with agriculture audiences like nothing the brand had done before. Hosted by ag's most popular blogger, Rob Sharkey, and BASF communications specialist Donnarie Hales, the team traveled from Louisiana through several states and ended up in Decatur, Illinois. Everywhere they went, they spread the good news of ag through social media, and in the process, drew some genuine love for the brand from the ag community.

Meet Rob Sharkey and Donnarie Hales: walking, talking, human almanacs.

Ten States. 2,000 Miles. Two Hosts. One Car.

The long and winding road

Farmers are just as connected as anyone. Only more so.

0 9.2 MM
impressions from nearly 2,000 uses of #DirtRoadTour
0 93 %
positive sentiment from the campaign for the BASF brand

See you down the road, partner.