Families like the Carlisles from Newbury are a great example of how multiple generations can successfully lead a farm into the future.
CLOSE TO THE FARMER FOR GENERATIONS
#ThinkingInGenerations
All around the world, farms are still a multi-generational matter. Our new image campaign #ThinkingInGenerations takes up this theme, provides examples of how the baton has been passed successfully, and ties all that in with KWS.
Agricultural life is shaped by traditions that have evolved over decades. However, there are also few professional environments that have to tackle change more than that of the farmer. As grandparents and parents grow older, the question of who takes over the farm inevitably comes to the fore at some point.
“We know what it means to sow future fields together to reap success.”
Sebastian Frese
“We want to pay greater attention to this generational change and are taking up this important topic with our emotionally designed communication,” says Sebastian Frese, Lead of Brand Management, describing the background to the campaign. “Our message to farmers and partners is: We know what it means to sow future fields together in order to reap success.” KWS’ aim is to strengthen its closeness to and bond with farmers. “We understand very well how important it is for farms and businesses to develop further so that they can be passed on to the next generation in good shape and fit for the future,” adds Frese.
KWS has also been growing successfully under family structures since 1856 – continuity and expertise are the focus of the future lineup of the company’s Executive and Supervisory Boards. |
INFO
Independence becomes Generational Change
The overarching campaign bears the new hashtag #ThinkingInGenerations, which replaces the independence initiative we have successfully communicated for many years with its hashtag #independentlikeyou. In terms of content, we continue to draw on core elements of our key corporate values: KWS is and remains close, respects farmers and is on the same wavelength as them – and acts independently across generations! With a range of image-enhancing content that we intend to disseminate in various media formats and on different channels in the coming years, we want to fill the campaign’s theme with life and make it grow further. |
A variety of media formats gives the #ThinkingInGenerations campaign a living face!
Farmer portraits
Young and old – together into the future
Emotional, authentic and up close: A key part of the #ThinkingInGenerations campaign is the worldwide farmer portraits. Farmers open their doors and offer insights into their everyday farming life in a video series. From young to old, the families tell their stories and talk about their challenges and hopes. Depending on the location, the farms have their own character – which is reflected in the way of life, the philosophy and the form of farming and livestock breeding. The central message of the videos: Yesterday, today, tomorrow – we stand together as a family and look confidently to the future hand in hand. |
Farmer portraits, in which farmers chosen from all over the world tell their story and speak about the future of their family business, are an exciting and entertaining storytelling format in the campaign. The videos are complemented by social media posts.
Large formats such as roll-ups for trade fairs and events, as well as billboards for outdoor advertising, attract attention on the spot.
Advertising motifs have also been adapted as online banners to draw attention to the issue online.
© KWS SAAT SE & Co. KGaA 2025
