“The Generations campaign won the gold award in the Best Use of Integrated Campaign category at the global Globee® business awards. It is one of the world’s premier corporate marketing awards. The Globee® honours and acknowledges industry-wide peer achievements in marketing. Finally, I would be remiss if I didn’t thank our colleagues; we received tremendous cooperation from global and local teams from multiple disciplines, including category management, procurement, finance, local commerce and, of course, marketing to make this campaign great,” concludes Wendy.
“The 70th anniversary campaign was designed to familiarise farmers with the history and values of Kramp,” explains Sylwia Nowacka, Online Marketeer. “Our goals were to increase reach, build brand awareness and develop stronger relationships with farmers. “We had a coordinated campaign across social media, including creating videos demonstrating our expertise in everything from logistics to business solutions to the Kramp Academy. We worked with influencers and made a series of videos on YouTube with Tomasz Jakubiak, a celebrity chef. He had to learn different jobs on various farms and then, to thank the farmers, taught them how to cook. We promoted this among farmers and dealers.
“We organised various events in 2021, such as a celebration of Farmers’ Day on 15th May, which no other agricultural company promotes, and the 10th Kramp Race, the popular annual tractor racing competition.”
“We tried to connect every activity with the 70th anniversary,” says Ewa. “In September we invited farmers to a birthday party for Kramp at one of our franchise Grene retail shops. Activities included cookery workshops, a reaction-time test on an accident simulator, and competitions such as changing machine parts using our hand tools and testing our lamps with a hammer, safely supported by our product specialists! We also had prizes and remote-control tractor races for children.”
“For our anniversary, we have planned an unforgettable event,” says Ruth, “with something for all generations of Kramp people from every country and culture. We want to show our people how much we appreciate their talent and hard work. We collected stories and pictures of our colleagues’ time at Kramp, which we shared on Yammer and our intranet. Our in-house magazine, Inside, had three special anniversary editions. Every employee also received a copy of the Kramp-produced Food from the Farm cookbook in their Christmas giftbox.”
“Our party, delayed by COVID-19, will happen in 2022,” Ruth continues. “It is more a festival than a party! We are planning all kinds of activities – a red crate race, games, live music, incredible media installations, and food and drink of course.”