Limagrain launches a major corporate communications campaign

Agricultural cooperative and international seeds group, Limagrain launches a major corporate communications campaign aimed at the general public.

Limagrain intends to explain the transformation of the farming profession, the evolution of know-how and agricultural practices. The Group wishes to promote and defend agriculture and farmers who adapt on a daily basis to guarantee food sovereignty and meet agricultural and climatic challenge.

Behind the essential food products of our daily lives, there is a farmer, a story, a passion. This is the message that Limagrain wishes to highlight through its Passionnément Agri campaign. It aims to give a voice to the Cooperative's farmer members, in a resolutely positive tone, to reveal the reality and richness of their profession. The campaign is organized around two features:

• Vlogs, video blogs that are the cornerstones of the campaign, inviting viewers to follow the daily lives of passionate farmers. In each episode, in the style of a mini-series, journalist Chloé takes her audience on a tour of different farms, tasting products and, above all, meeting farmers who tell us about their daily lives and their projects.

• A print and digital advertising campaign designed to reach an even wider audience. The campaign will invite readers to discover the vlogs using a QR code and the hastag Passionnément Agri.

Beyond the discovery of a fascinating profession, this monthly format aims to provide a better understanding of the realities of agriculture, by giving a voice to those who are first and foremost involved, with the aim of breaking down prejudices.

The first video invites you to discover Claire's daily life.

A farmer in the Issoire region (63). She talks passionately about her profession. After 10 years working as a nursery gardener, it's now been two years since she decided to take over the family farm, passed down from generation to generation. Accompanied in this adventure by her cousin, Claire works hard every day to grow wheat of exceptional quality for everyone.

“Behind this product is... ”

Behind each of our everyday food products lies a farmer who is passionate about his profession, forward-looking, in love with his land, professional and responsible. At the heart of this campaign's graphic universe, the product appears in all its strength and simplicity, while the farmer fades into the background through a red screen effect. This stance is echoed in the campaign's tagline: “Behind this bread, there's a farmer who treats you with a wave of his baguette”.