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Catherine Hunter

Published on

May 30, 2024



For many farmers, the tractor windscreen is their view of the world, as they tend to the soil. Many consumers are given the same perspective of farming as they sit behind tractors on the road or take a glimpse at a field as they travel past.

This focus has changed, largely due to one man and his show – Jeremy Clarkson. Clarkson’s Farm is not the first farming show to hit our TV screens. Lambing Live and Countryfile have dedicated prime-time slots on BBC. Despite this, the public haven’t connected with farming in the same way.

Clarkson’s Farm focuses on his journey of building and running a farm. His comedic antics and well-known personality have helped to gain interest in the show. But there’s a lot more to Clarkson’s Farm then just Jeremy, mud and sheep.

The clever use of storytelling captures the audience’s attention. The transparency and authenticity have connected with people. Viewers are invested and want more. A simple story, brought to life in a creative and emotional way to reach audiences and share a powerful message. A learning for us all. How did they do it?

Emotional storytelling

One way Clarkson has been so effective in connecting with his audience is through emotional storytelling. While the subject matter is serious, Clarkson infuses the series with humour as a key emotion. We’re also exposed to tension and jeopardy as he grapples with unpredictable weather, stubborn livestock, and the ever-present chance of failure.

What can brands learn from this? Emotional storytelling holds immense value for brands. It forges deep connections with audiences on a human level to create lasting relationships. Like Clarkson’s Farm, your audience can become invested in your brand story if you take them on the journey as your brand grows. The deeper the connection, the more invested and loyal they’ll become.

Authentic positioning

Another key takeaway from Clarkson’s Farm is the importance of authenticity. Clarkson immerses himself fully in the farming experience. He confronts the realities of agricultural life with enthusiasm and occasional frustration. This authenticity resonates with viewers. It is a genuine portrayal of the trials and tribulations faced by farmers. The relationships he builds with Caleb and ‘Cheerful Charlie’ show a rounded picture of the whole experience.

Authentic positioning is the cornerstone of a brand’s identity, offering a genuine reflection of its values, beliefs, and purpose. By embracing authenticity, a brand can distinguish itself in a crowded marketplace and resonate with consumers who want sincerity and transparency.

Building a persona

We can’t ignore the authenticity of Clarkson himself. Whatever you think of him, you know what to expect. He’s unashamedly himself in every scenario. People know what they’re getting, and it attracts viewers, regardless of topic.

This authenticity in personality, relates to brands too. If a brand is consistent in messaging, style and tone – regardless of spokesperson – it helps to build a brand persona. Delivering this consistent style and authenticity helps a brand to stand out and own its space.

Cutting through the noise

Clarkson is in a unique position to have a film crew follow his every journey from track to trough. But TV is more competitive than ever, and previous farming shows haven’t connected with audiences in the same way. Competition isn’t just TV either. Streaming platforms and social video content are all vying for attention. All this noise can make it hard for traditional TV to gain traction. However, BBC’s The Traitors or ITV’s Mr Bates v the post office shows it is possible to still capture hearts and minds. Good storytelling is key, regardless of platform.

That’s what we need to remember here. It’s not just about the story you’re telling. It’s how you communicate it and reach your audience. Take your audience on the journey with you. Connect with them on a personal level so they become invested and want to see how your brand evolves.

What can we take away from Clarkson’s Farm?

Clarkson and the team have given us lots of tips when it comes to storytelling. We’ve seen the importance of using emotions to build connections with an audience. Taking them on the journey with you as the story evolves. Amongst all the storytelling, it’s highlighted the need for authenticity, transparency and building a brand that resonates with people.

How can your brand do the same? If you’re struggling to cut through the noise, it’s time to focus on emotional storytelling. Put creativity and innovation at the heart of your story and communications to cut through the noise. Tap into the emotions of the audience in ways that get their attention. If you want to chat about how to get the cut through, get in touch and we’d be happy to help.


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