GWK depicts ‘humble’ farmer as ‘hero’ advancing economy

7th December 2015

By: Tracy Hancock

Creamer Media Contributing Editor

  

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On the back of its most successful financial showing to date, reporting a profit of R163.8-million in 2015, a 57% increase on 2014, farmer-owned agribusiness GWK is ending the year by emphasising the integral role farmers play in supporting the growth of South Africa’s economy.

The Douglas, Northern-Cape based company launched an  advertising campaign, developed over the last year, in English and Afrikaans on multiple platforms on Saturday, introducing the general public to Frank the farmer.

“An army marches on its stomach,” said media company Lowe & Partners executive creative director Kirk Gainsford at a media breakfast on Friday.

“We worry about the country’s gross domestic product, education . . .  but none of these things are possible without farmers. Every year there are less farmers and more mouths to feed,” he emphasised, suggesting that without food security, there would not be teachers or rocket scientists.

Lowe & Partners, in collaboration with creative agency Am I Collective, over two-and-a-half months developed a stop-frame animation, incorporating computer-generated animation, to present a story about the humble farmer, not just producing food, but ‘fixing’ a car, ‘saving’ a child and ‘building’ a rocket.

“South Africa has some of the best farmers and agriculture infrastructure in the world,” notes executive manager of corporate marketing Neil de Klerk.

“The story we are trying to tell is inclusive of everyone in South Africa,” he said, pointing out that other commercials tell the story of what companies do and not why they do it.

“Increasingly, consumers around the world don’t just buy things, they buy into things. And appropriately, the most successful brands and companies globally, are those with purpose – brands that stand for something,” averred Gainsford, whose mother’s side of the family were all farmers in the Karoo.

“GWK is one of these companies. They understand that farming is a noble profession, and that every farmer and farm worker is making a meaningful contribution to the world’s challenges around food security and sustainability.”  

The average person had no idea about the investment taking place, noted Julian Ribeiro of Lowe & Partners.

The advert, alive with detail and texture, emphasised that farmers were setting humanity on a new course, “feeding us . . . that’s why we’re feeding them with the tools and technology… and new and smarter means”.

GWK emphasised that agriculture was such a rich environment involving different specialties and training. “It’s a future industry people are going to become more dependent on.”

“There are challenges in agriculture, but by acknowledging people we can move forward,” stressed De Klerk.

REBRANDING
GWK also unveiled its revamped brand identity which aims to establish a culture of continuous discovery.

“GWK has an existing great brand legacy that was created over a long time. Together with a modern format, the revamped brand aligns to our existing values,” said De Klerk.

Research for the rebranding and advertising campaign started at the end of 2014 through a partnership with Lowe & Partners and its marketing strategy division Cross Colours.

“GWK endeavours to be at the forefront of technology to innovate agriculture and always keep discovering,” noted Lowe Cross Colours’ Joanina Pastoll, who led the GWK rebranding team.

GWK offers the modern agribusiness sector a complete range of products and services. Among the diverse products and services offered, GWK owns and operates 55 businesses within corporate services for the agriculture sector, grain products, specialist products, primary production, retail and meat and auction services. In addition to GWK’s head office in Douglas it has offices in the Western Cape, Eastern Cape, Free State and KwaZulu-Natal.

Edited by Creamer Media Reporter

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