People-powered storytelling elevates product milestone to national recognition
JPL and New Holland North America have earned Gold at the national level in the 2026 Best of NAMA Awards for the Twin Rotor® 50th anniversary campaign—building on earlier regional recognition to achieve one of the industry’s highest honors.
Turning a milestone into something meaningful
Product anniversaries can easily become moments that look backward. The challenge is making them matter in the present.
For New Holland, that meant shifting the focus from the machine to the people behind it.
The campaign began with stories from employees—those who helped engineer, sell and support the Twin Rotor® combine over the past 50 years. These voices set the tone to then invite farmers and dealers across North America to share their own experiences.
Built to connect—and perform
To expand reach and deepen engagement, the campaign blended nostalgia with creative storytelling.
A standout moment came with the revival of TR Kernel, a 1970s cartoon mascot for the Twin Rotor®, reimagined in a Saturday morning cartoon-style post. The content quickly became the campaign’s top performer, contributing to more than 64,000 video views and 18,600+ social engagements across Instagram and Facebook.
Beyond owned channels, the campaign extended into local markets through dealer activation. In collaboration with MS Graphics, New Holland equipped dealers with customizable assets from in-store signage to social templates, empowering them to bring the campaign to life in their own communities.
Bringing the story to life
The campaign culminated at Farm Progress 2025, where New Holland showcased an original TR70 alongside its latest CR model—visually representing five decades of innovation.
A vertical video built from historical content played on-site and was later shared across social and dealer channels, reinforcing the campaign’s central idea: honoring the people who made the Twin Rotor® a lasting legacy.
Recognition that reflects impact
Presented by the National Agri-Marketing Association, the Best of NAMA Awards recognize excellence across six regions, with top entries advancing to national judging. A total of 49 national award winners were announced April 15, 2026, at the Agri-Marketing Conference in St. Louis, MO.
This recognition reflects more than a milestone—it speaks to the lasting impact the Twin Rotor® has had on our customers and our business. By bringing real stories from farmers, dealers and employees to the forefront, this campaign honored that legacy in a way that felt authentic, relevant and meaningful today.
— Leah Welk, Communications Specialist, New Holland North America
This national recognition reflects the strength of collaboration behind the work—from New Holland’s vision to the partnership between JPL and MS Graphics in bringing the campaign to life across channels and communities.
This campaign is a great example of what happens when client and agency collaborate closely on creative execution. By aligning early and working together throughout, we were able to translate a 50-year legacy into engaging, modern storytelling that resonated across every touchpoint. The stories created a level of authenticity and connection that you can’t manufacture. It’s incredibly rewarding to see that approach recognized at a national level.
— Jill Sailer, Lead Account Manager, JPL
