BASF launches campaign focusing on love for agriculture and innovation

With the motto “It’s for everything we love”, BASF Agricultural Solutions in Brazil is launching its new institutional campaign, which will guide the company’s communication from this month and throughout the 2024/2025 harvest. The launch is an evolution of the Legacy campaign, launched in 2018, and which now focuses on working on innovation, pioneering and sustainability as the company’s main differentiators.

The new campaign shows how the farmer is at the center of all BASF decisions, which works tirelessly to understand the biggest challenges in the field, protect crops and, thus, strengthen the producers' legacy.

As highlighted by the senior communications manager for BASF Agricultural Solutions in Brazil, Daniela Tavares Pereira (pictured), the campaign is aligned with BASF's new global mission and vision (“For the love of agriculture, the greatest work on Earth”).

“For us, this launch is much more than a new concept or term: it is a positioning, it is reinforcing that we are with farmers for yesterday, today and tomorrow. It is a global purpose of the company that we have now reinforced in our communication strategy, combined with the recent changes we have made at BASF Agricultural Solutions”, says the manager.

“It’s for everything we love” values ​​the human relationships present in agriculture, highlighting how each stage of the development of new technologies is connected to the lives of people who work in the field.

“A brand positioning is built with a communication journey, just as a successful harvest with an abundant harvest is built with a journey of developing new solutions, effort and a lot of dedication in all links of the chain”, points out Daniela.