Farmer's Day (UFA)

Farmer's Day is a day created by UFA to honour the hardworking farmers and ranchers who are the backbone of our rural communities and agri-food industry.. They do this by having to roll their sleeves up and do the hard work, wearing many hats to keep their operation running. They're mechanics, parents, guardians, welders, meteorologists, volunteers, and so much more. We wanted to highlight this by not only having our main message giving a tip of the hat to acknowledge all the hats they wear, but creating a limited edition hat to give away on Farmer's Day. I was the Art Director on this campaign and was incredibly honoured to win a Merit at the Best of CAMA 2024 for email marketing. In this email, we let members know that if you came to your local UFA, you can trade in an old hat for a dandy new one we made just for them! We got a 49% open rate, 12% click rate, and from this email, got over 3,200 contest entries (a 104% increase YoY). I worked with the talented Dale Bochon (copywriter). We saw an increase in contest entries up 71% YoY, social engagement 53x higher YoY, gave away over 4,000 limited edition hats, and all of the pins and stickers (over 12,000 printed).