The Drum Awards for Marketing - Extended Deadline

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Date: Feb 2019
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For Valentine’s Day, Hectare Agritech launched the first ever dating app for livestock. Called Tudder, the swipe-based app launched with a mission to help farmers identify breeding stock and partners for their cattle, in the quest for moo-love.

Through the new app, farmers take on the role of moo-pid, and use their smartphones to swipe right for yes and left for no in the search for the perfect match. Using Tudder, farmers will first have to indicate whether they’re looking for breeding cows for their bulls, or vice versa. The new app features profiles of farm animals from 43,000 farms across the UK, representing approximately a third of all UK farms. Working alongside Hectare, Octopus Group created a launch campaign across PR, digital and social, with the campaign swiftly going viral. In over a week the campaign has achieved a reach of 1.21 billion, been featured in 1000 news articles and broadcast opportunities in 35 countries and counting.

Tudder’s launch forms part of a larger PR campaign by Octopus Group, which is working with Hectare Agritech as part of a wider push to reinvent farm trading. The way farmers currently trade livestock, grain and other outputs within the industry is very traditional, with farmers travelling long distances to sell their products at market, with no guaranteed buyer, and a lack of transparency when it comes to pricing. Through Hectare’s digital marketplaces SellMyLivestock and Graindex, as well as its secure payments platform FarmPay, the agritech start-up is transforming this process between farmers and their supply chain, boosting transparency, efficiency, security, traceability and insight within the industry.

Credits

Hectare Agritech:

Doug Bairner, CEO

Jamie McInnes founder and CTO

Becky Smith, operations manager

Rosie Hetherington, social media manager and business development

Octopus Group account team:

Jon Lonsdale, CEO

Toby Brown, client director

Lindsey Mousinho, senior account director

Jack Ferris, senior account manager

Ashleigh Brown, account manager

Abigail Storan, junior account executive

Octopus Group creative team:

Gary Brosnan, creative director

Darren Shakespeare, head of design

Johnathon Hunt, mid-weight designer

Jamie Fewery, head of copy

Nicole Jones, mid-weight copywriter