Singing farmers, some cheeky re-workings of popular hits and a great deal of audience engagement gave Farmers Guardian a win at the Association of Online Publishing awards.
Guild member Danusia Osiowy (pictured), Farmers Guardian features editor, managed the title’s Tractor Factor talent contest, which picked up the prize for best Cross-media Project. Featuring readers singing farming-related songs to well-known tunes, the entry beat competition from the BBC’s Top Gear and the real talent show, ITV’s The X Factor.
The project was dreamed up by FG staff after the rapping farmers in Yeo Valley’s TV ads became a hit.
“The aim of Tractor Factor was to improve the public perception of farming and champion the role of those that live and work in the countryside,” says Danusia. “The competition exceeded our expectations, put the fun back in farming and played a massive role in helping us raise £10,000 for the Royal Agricultural Benevolent Institution.”
The AOP award judges said: “Tractor Factor created wow factor on a small budget, with very creative use of an existing idea totally customised to its target audience.”
Farmers Guardian, which is published by Briefing Media, had been shortlisted for the business editorial team award, while Farmers Weekly won a place on the award shortlist for use of social media.