The new HORSCH advertising campaign
Since the foundation of the company, it has always been of major importance to combine the development of agricultural machines for yield maintenance with environment protection, animal welfare and health. The protection of the environment and the climate becomes more and more important for society. Currently, this is considerably more evident than it has been some years ago. Moreover, society attaches more importance to human health.
Healthy soil, healthy plants, safe yields
„Some time ago, we as a family and as entrepreneurs met and discussed where the company stands today, where we come from and where we are headed in the future. The result was the decision to change the company into a network structure to become more agile again and to remain flexible despite our growth. At the same time, we revised our mission statement. It was not about old or new, we wanted to extend and adapt our mission statement to the current topics. If you consider the topics and the problems of our world, Farming with Passion no longer is enough”, Cornelia Horsch explains.
The first mission statement was “We serve man and environment with sustainable solutions for food production” and lasted from 1984 until 2020. At the beginning of 2021 we changed the mission statement to “The protection of the environment and the healthy human being are our top priorities. Therefore, we develop technical and digital solutions for modern farming. Our actions are marked by our roots and follow Christian values.”
The agricultural challenges are solved with technology from HORSCH always keeping the environment and the healthy human in mind. Together with customer, society, employees etc. HORSCH develops ideas for an agriculture that is economically successful and contributes to a healthy climate on earth.
The #FUTUREGROUND campaign that is realised together with the advertising agency St. Elmo’s stands for the demand to protect the soil on which the future is to thrive and prosper. It is to illustrate that agriculture can be in line with all requirements on environment, climate and society to be able to secure yields and a healthier world. The motifs of the campaign show people in dialogue on the “ground of the future“ - symbolised by floating earth islands. The display format illustrates the co-operation and the fair role of HORSCH and points up that only together we can push innovative solutions and technologies for tillage, sowing and crop care.
“Our new claim is “Together for a healthy agriculture”. With solidarity, courage and innovation – by sharing knowledge, ideas and by using innovative technologies we not only want to make sure that the soils are fostered and maintained, we also see to it that agriculture is and will remain to be economically successful”, Judith Ehmann-Leeb, head of Brand & Design, comments.