How three words defined a legacy of innovation

Ad campaign development
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Since introducing the large round baler in 1971, Vermeer has been challenging the conventional wisdom of the hay and forage industry — designing and building hay tools that Buck the Trend. This campaign celebrated a legacy of innovation and showcased how Vermeer continues to change the way producers make hay. The slogan and creative were used guardedly, only for marquee, high-impact placements that promoted truly iconic, game-changing innovations — like the ZR5-1200 self-propelled baler. Everything about this campaign had to Buck the Trend.

Additional services provided

  • Event planning
  • Email marketing
  • Online advertising
  • Social media advertising
  • Brand development
  • Content marketing
  • Creative design
  • Video
  • Direct mail
  • Copywriting and editing

Survey the landscape

Slated to appear at the NAFB Convention for the first time in 2019, we needed a theme that would introduce the Vermeer brand to this audience in a powerful and memorable way.

Sketch what success looks like

Initially, the primary goal was to drive booth traffic at the show. Then, it was to launch a full-scale campaign.

Engineer the plan of attack

The rodeo is popular among ranchers and hay producers, so we went ALL IN on a bull riding theme that made PBR World Champion Jess Lockwood the face of the campaign. The fact Lockwood used Vermeer equipment to make hay on his Montana ranch was the cherry on top.


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