New Holland Agriculture unveiled their most ambitious innovation yet: the all-new CR11 Combine, engineered to deliver industry-leading capacity and power. However, to successfully launch this groundbreaking machine in the U.S. and Canadian markets, they needed to overcome a persistent challenge—their reputation as solely a small grain manufacturer rather than a major player in high-capacity combines for cash crops.
Metrics
Awareness & Consideration
Reach, frequency, impressions, engaged landing page sessions
Campaign Performance
Clicks, CTR, CPC
Conversion
RFI form submissions, brochure downloads, dealer locator use
New Holland teamed with JPL to launch their 2025 combine fleet, led by the CR11. The campaign targeted large cash crop producers across North America using disruptive, purposeful imagery and messaging to open the door to purchase consideration—highlighting the CR11’s innovative features and farmer benefits to shift perceptions and drive market share.
The changing face of cash crop farming—as operations transition from older to younger generations—demanded a dual messaging approach. Our creative resonated with established farmers through cost efficiency and lasting partnership, while bold, confident messaging captured younger growers’ attention, positioning the CR11 as their next-generation solution.
Through strategic paid media, creative content and analytics across digital, social and traditional channels, the campaign reached both younger and older farmers with tailored messaging and high impact yet efficient placements. This multifaceted approach drove pre-sales and elevated New Holland’s brand position as a leader in innovative combine technology.
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