Bringing Europe's farming story to a new generation

As part of the European Commission's efforts to improve understanding of agriculture and food security, the Directorate-General for Agriculture and Rural Development (DG AGRI) sought to reach younger audiences with engaging, relatable content. We designed and delivered a multi-country influencer campaign that showcased the people, innovation, and opportunities behind modern farming, generating strong engagement and broad visibility across Europe and beyond.

Challenge

Agriculture plays a vital role in Europe's food security, economy, and sustainability ambitions, yet many young people have limited awareness of the sector and the opportunities it offers. DG AGRI wanted to communicate the realities of modern farming in a way that would resonate with digital-native audiences and help make complex agricultural topics more accessible. The challenge was to move beyond traditional institutional communications and engage audiences through authentic voices that they already trust and follow online.

Solution

We developed and implemented a European influencer engagement campaign centred on the theme "More Than a Farmer." By partnering with content creators with backgrounds in farming, rural life, food production, and sustainability, the campaign generated Instagram, TikTok, and Facebook activations across multiple countries. Together, these creators created videos, reels, stories, and posts highlighting the people behind agriculture and their contribution to Europe's food systems.

Our team led influencer identification, recruitment, briefing, content coordination, monitoring, and performance reporting. By combining data-driven creator selection with authentic storytelling, we ensured campaign messages reached relevant audiences while remaining credible and engaging. Feedback from participating creators showed that the campaign successfully translated complex EU and agricultural topics into clear, relatable content while showcasing the human side of farming.

Results

The campaign achieved significant visibility and engagement across social media platforms. On Instagram alone, 22 creator accounts published 104 pieces of content, generating an earned media value of €223,000, reaching 2.53 million people across more than 92,000 engagements.

On TikTok, 11 creator accounts published 22 videos, generating an additional €86,300 in earned media value and nearly 60,000 engagements.

Beyond the performance metrics, creators reported strong audience engagement and positive reactions, highlighting increased awareness and appreciation of agriculture and rural life. The campaign helped make EU policies and agricultural topics easier to understand, while presenting an authentic picture of the people and communities that sustain Europe's food system.