Strategy in action

Visiting Harper Adams University's Future Farm for Open Farm Sunday 2025 felt like a full-circle moment.

Not only was it a blast from the distant past, having regularly bought eggs there as a child growing up in Edgmond, it was also a brilliant opportunity to see the fruition of our work on this much-loved and hugely important campaign.

After months of developing messaging, aligning stakeholders’ objectives, and pitching stories to the trade press, stepping onto the campus brought everything to life. From the warm welcome at the gate to the excited chatter of families exploring the machinery displays and seeing the cows being milked in the rotary parlour, this was effective communications in action – real-life impact forged through strategic storytelling.

A communications campaign rooted in purpose

As LEAF’s flagship initiative, Open Farm Sunday is a powerful, tangible way of introducing consumers to those who feed them. This year, the new ‘Cultivating Connections’ strategy aimed to do just that – build crucial bridges between farmers and the public, challenge misconceptions about agriculture, and highlight how farming is working with nature to deliver a more sustainable, resilient future.

At Harper Adams, these themes played out in every sight, sound, smell, touch and taste – a full 5-D experience. From conversations with student volunteers, watching curious children play with interactive displays, to the quieter moments as parents absorbed the bigger picture – everything about the day reaffirmed the importance of experiential engagement.

When communications meet communities

As comms professionals, we often talk about ‘cut-through’ and ‘reach’. However, as I watched a toddler and a calf intently and inquisitively watching each other face-to-face for a full five-minutes, I was reminded that true success isn’t just about tangible, measurable KPIs – it’s about the magical mystery of emotional resonance.

As we look to measure the impact of our trade PR campaign, we have been delighted by the impact achieved this year with 270 farm events hosted across the UK, a 20% increase on last year. Our trade media campaign had a reach of 1 million impressions built around a narrative that focused on trust, engagement and education. Yet, walking through Harper’s incredible Future Farm set up that day, it became clear that the real success was happening right in front of my eyes.

As our Bees’ Knees Comms-Cast recently explored with LEAF’s director of education and public engagement, Carl Edwards; “You cannot protect what you don’t value – and you cannot value what you haven’t experienced.”

You can listen to the episode interview with Carl here: Educating an audience ‘by stealth’ with LEAF 

Open Farm Sunday delivers positive experiences of farming in abundance.

A platform for industry and individual voices

What impressed me most was the genuine interest of the public and the personal passion of the volunteers. From stands on climate-smart farming, ‘games’ encouraging youngsters to make the link between supermarket-ready products and where they came from, to Harper’s volunteers animatedly talking to visitors, every aspect was underpinned by authenticity. These weren’t PR messages pasted onto a farm experience. They were real grassroots stories, shared in their own words – something our campaign strategy had centred through peer-led PR and media relations.

It was also encouraging to see support from sponsors – from the NFU’s wildflower seed packs to John Deere’s apprentice work sheets – all aligned with the same goal: helping people understand how their food is grown in ways that supports nature. When a campaign like this is adopted across the supply chain, it elevates the message and reinforces its credibility.

Reflection – reaping what we sow

From the buzz on the day to the media coverage it secured, and the conversations started, Open Farm Sunday proved again why it matters. It’s more than a day out. It’s a demonstration of the sector's willingness to open up, be transparent, and educate the public in a way that builds lasting trust.

For us as PR consultants, it’s a chance to step away from our desks and see strategy in action. It’s a reminder that the work we do – the strategy, planning, briefings, interviews, copywriting and media relations – ultimately help people make more informed choices about the food they eat, the careers they pursue, and the countryside they care about.

As we look ahead to Open Farm Sunday 2026, we plan to build on this year’s momentum, and I am incredibly grateful for the opportunity to witness it from the ground up and be involved with executing this vital campaign.

Open Farm Sunday draws thousands to UK farms 

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