Hectare Agritech is a fast-growing startup focused on transforming the way farmers buy, sell and pay for their produce. Its largest platform, Sellmylivestock.co.uk, allows farmers to trade livestock and find breeding animals, such as cattle and sheep, online.
With many farmers reluctant to do business on the internet, Hectare wanted to start a debate about the challenges of traditional livestock trading and the opportunities of online platforms.
To use data in a smart way that would raise awareness of the opportunities for farmers to trade animals via sellmylivestock.co.uk
- To position Hectare Agritech as an innovator in the UK and beyond
- To test the market for the online trade of breeding animals and livestock in key international markets, including the US, Europe and Australia
To bring online livestock matching to life, Hectare and Octopus Group decided to bring cattle breeding into the age of digital dating and create ‘Tinder for Cows’.
Yes, you read that right. Tinder. For cows.
Hectare developed ‘Tudder’, a full-featured app with the same swiping features as Tinder, on which farmers can match cows with breeding bulls. The app directs users who swipe right on an eligible bull or cow to the Sellmylivestock website, where they can find more information and purchase the animal.
To put livestock love on the agenda, we decided to focus our campaign around Valentine’s Day. The exclusive media strategy included tailored Valentine’s cards for journalists, targeted briefings with key media contacts and a multi-faceted social media programme with provocative video and other content.
An important consideration for the campaign was to ensure the serious message behind Tudder didn’t get lost in the fun, and that we didn’t deter the agricultural community. Farmers often get annoyed by coverage of agricultural matters, which they feel portrays the countryside in an overly sanitised way. To avoid contributing to this, we developed clear campaign messaging to ensure each media briefing covered the important points, and worked with Tudder to use farmers who we knew would interview well.