“Don’t Farm Naked” campaign earns national recognition at Best of NAMA

Presented by the National Agri-Marketing Association, the Best of NAMA awards celebrate excellence in agricultural marketing communications. The campaign was designed by the PFI team to raise awareness of cover crops among row crop farmers in Iowa and Illinois —and Trilix made sure it reached the right audience in the right place at the right time.

PFI faced a familiar communication challenge: While the benefits of cover crops are well documented, messaging often struggles to break through. Farmers have heard the data, seen the science and understand the concept — but barriers such as cost, uncertainty and lack of relatable information still stand in the way of adoption.

The campaign used humor, simplicity and bold visuals to make soil health impossible to ignore. It reframed a technical farming practice into something memorable, approachable and worth talking about. Instead of using science-heavy language, it encouraged farmers to view cover crops as an essential layer of protection for their fields.

Trilix placed billboards in high-visibility locations, including key agricultural corridors and areas near major events such as the Iowa State Fair and Farm Progress Show. Paid social media extended the message into those same geographies, helping reach farmers where they live, drive and work.

The results show the power of pairing smart media strategy with authentic creative. Outdoor placements generated an estimated 3.1 million impressions across seven locations. Paid social added 1.4 million impressions, 85,000 engagements and 2,100 link clicks to the field crops landing page. Most importantly, PFI saw a 32% increase in newsletter sign-ups compared with the same period the previous year — clear evidence that farmers not only noticed the message but acted on it.