It’s easy to assume the slickest, most polished post will win on social media. But after working with brands across a wide range of industries, we’ve seen that real results come from content that speaks to your audience and is created with a clear purpose. Real People, Real Moments The content that consistently cuts through? The kind that feels human. Faces your audience recognises, behind-the-scenes glimpses, and candid moments that reveal the people and personality behind a brand. Polished imagery still has its place, but when it comes to driving engagement, people connect with people. In one of our campaigns, user-generated content shared with a broad audience delivered click-through rates of over 5%. It’s a reminder that authenticity isn’t just a nice-to-have, it performs. Undesigned Doesn’t Mean Unstrategic Some of our strongest-performing content has been simple, undesigned assets – a quick photo, a candid clip, a reactive post – that hit the mark because they were relevant in the moment. With the right audience targeting and ad strategy, these off-the-cuff pieces can work incredibly well. The key is that the content still has to be good. A relevant, well-framed photo will always do more for you than a random snap posted just to fill the feed. Campaigns Need Curation While everyday content can be more relaxed, campaigns are where curated, designed and on-brand content really matters. This is the space for striking creative that tells a story, makes an impact and delivers results. As a creative agency, we build campaigns that work as a whole – every element considered, every asset on brand, and every placement designed to support the wider strategy. This is where polished creative, strategic messaging and targeted media come together to drive real outcomes. Industry Shapes the Approach Some industries naturally lean towards a heavier emphasis on curated content, even outside of major campaigns. Sectors that are product-driven, science-based or highly professional often need a more structured, on-brand presence that prioritises accuracy, clarity and consistency. For these businesses, organic “in the moment” posts still have a place, but they tend to play a supporting role rather than leading the strategy. Other industries can afford to be more relaxed day-to-day, mixing in candid or reactive content to build personality and relatability between larger campaign pushes. Different Strategies for Ads vs Organic One size doesn’t fit all. The way content is planned, designed and written often needs to shift depending on whether it’s being run as an ad, boosted post or organic page content. Ads often need more direct calls-to-action and clear, scroll-stopping creative, while organic content can lean further into storytelling, community building and engagement. A strong content plan considers both, making sure each format plays to its strengths. Videos for Product Stories When it comes to promoting products, videos continue to be top performers. For some of our agri clients, we’ve seen click-through rates above 5% – a huge result in competitive industries where audiences are busy and selective. Where video footage isn’t available, animation can bring clarity and visual cut through, and when paired with sharp messaging, it’s a powerful driver for traffic. Always-On Matters Big campaigns turn heads, but it’s the steady presence in between that keeps people thinking about your brand. Even a light always-on approach with a couple of quality posts each month can keep you in the conversation. It builds familiarity, keeps your audience engaged and means you’re not starting from scratch every time you launch something new. Our Takeaway Great social content is more than a curated grid. It is a balance of relevance, personality and intention, delivered consistently. The brands getting it right are not choosing between polished campaigns and everyday content. They know how each plays its role and make them work together. With the right mix of formats, creative styles and strategic delivery, your content can look great, connect deeply and deliver real results. Ready to make your social media work harder? Let’s chat.

This month, some of the brightest minds in marketing gathered in Auckland to discuss what’s next for our industry at the Marketing Association's annual Digital Day Out. Here are a few of my our takeaways: Agentic AI is here – It can act autonomously, without the need for prompts and human intervention. This is going to unlock serious productivity and performance gains for those who adopt early. Zero-click searches are rising – With AI disrupting traditional search, it’s time to rework your web content to stay visible. From MQLs to MQAs – B2B marketers have to shift their mindset from individual leads to marketing qualified accounts for better alignment with sales. Tech stack must-haves – Semrush, Demandbase, 6sense were a few of the names that came up a lot on the day. Humanise LinkedIn – Native creativity is the new currency so turn your team culture into scroll-stopping content. Selfie-style posts are delivering an 11% increase in CTR and Video ads + Lead Gen forms are driving 5x more leads. The next few years are shaping up to be even more disruptive, and exciting - especially for B2B marketers!

With Fieldays® 2025 wrapped up and farmer confidence on the rise, the conditions are lining up for a pivotal spring season. From economic tailwinds to a renewed appetite for productivity, New Zealand farmers are poised to reinvest in their operations. For rural marketers, the months ahead present a valuable opportunity to connect, influence and drive action. 1. A Shift in Farmer Sentiment Despite a few wet days, this year’s Fieldays® had a notably upbeat tone. Crowds were strong, conversations were purposeful, and the mood across exhibitors and farmers alike reflected an optimism that previous events lacked. From conversations at the Rural Support Trust gala dinner, to Q&A sessions with exhibitors and visitors on site, we valued the honest cautiousness that accompanied the positivity.  One thing is clear:  the rural sector is ready to move forward and lead NZ out of this recession.  The outlook among New Zealand farmers has changed significantly over the past 12 months. From the low confidence of mid-2024, sentiment has rebounded sharply in 2025. Fuelled by a stabilising payout, easing input costs, and improving weather conditions, farmers are regaining the confidence to make smart, future focused investments. Crucially, many are shifting their mindset from survival mode to performance mode - re-engaging with their systems, reviewing inputs, and re-evaluating how they optimise land use, livestock management, and infrastructure for both productivity and profitability. 2. Economic Incentives Are Driving Action One of the most common topics at this years Fieldays® was the introduction of the 20% Investment Boost tax benefit. This has allowed farmers to immediately deduct 20% of eligible capital investments, including productive infrastructure, technology and equipment upgrades. For many, this presents a timely incentive to act. With dairy payouts sitting above $10/kg MS and forecast to remain strong, many dairy farmers now have more headroom to invest - not just reactively, but strategically. Sheep and beef operators, while still cautious, are also pursuing targeted investments to strengthen system resilience and long-term performance. 3. What Farmers Are Looking For Today’s farmers are more selective and pragmatic in their decision-making. They’re seeking: Proof of performance - through trials, case studies and regional validation Clear ROI - not just on price, but on productivity, animal health or time savings Practical relevance - how well solutions integrate into existing systems or farm routines and is easy to implement Spring is a critical decision-making window, especially for those preparing for calving, lambing, reseeding or system upgrades. Brands that connect clearly, credibly and quickly will earn attention - and action. 4. The Opportunity for Rural Brands This spring presents a rare convergence: Renewed farmer confidence Timely tax incentives Strong seasonal intent to act Whether you're marketing machinery, pasture solutions, technology, nutrition, or services - now is the time to align your brand’s message with farmer needs. This means leading with relevance, simplifying the complex, and backing up claims with trusted proof. 5. How Marketing Can Drive Impact To make the most of this spring, marketers should focus on: Translating technical data into easy to digest farmer-relevant insights Telling authentic stories from real customers and regional case studies Timing content and offers to match seasonal windows and behaviour cycles Using the right mix of digital, in-person, print, and retailer channels to maximise reach Rural marketing isn’t just about cutting through the noise — it’s about trust, timing, and traction. Insights driven creative and intentional media channels will create a winning formula. Conclusion Spring 2025 is more than a seasonal campaign window - it’s a strategic moment for rural brands to strengthen relevance, sharpen messaging, and drive value for farmers who are ready to invest again. With the right strategy, marketers can turn shifting sentiment into lasting customer relationship and build long term brand value. Fieldays® may be over, but the real work - and opportunity - starts now. Spring is the busiest season for most farmers and often stressful, so marketing messages need to be simple, and easy to understand. If you need help with your spring marketing strategy, get in touch with Nat – natalie@hotmustard.co.nz

On the Ground with Rural New Zealand The 2025 Regional Field Days were more than just a showcase of machinery and innovation - they were a vital pulse check on the attitudes, behaviours, and evolving expectations of our rural communities. As a team who are deeply connected to the agricultural sector, we hit the ground running, engaging with farmers, clients, and industry leaders to uncover the real conversations shaping the upcoming spring season. In this blog, we share key observations, emerging behavioural trends, and highlight standout activations at 2025 Regional Field Days. 1. Farmer Sentiment: A Mix of Caution and Optimism This year’s mood across the Field Days events painted a nuanced picture: Cautious Confidence : Farmers are cautiously optimistic, driven by stabilising commodity prices but still wary of policy uncertainty and increasing input costs. Big Purchases Deferred, Not Denied : Many are in a “wait and see” mindset - interested in new equipment and innovations, but delaying investment until there’s more certainty in returns. Genuine Interest in Innovation : Sustainability remains high on the radar. Farmers are keen to engage with brands offering genuine value - particularly around water efficiency, soil health, and emissions management. Marketing Takeaway: Messaging that acknowledges the current economic climate but offers real, measurable value will continue to cut through. Farmers are looking for partnerships, not just products. 2. Behavioural Trends: Evolving Expectations Digital + In-Paddock Connection : Farmers continue to adopt digital tools for research, but value face-to-face discussions at events like Field Days. The winning combo? A strong online presence backed by knowledgeable reps on-site. Storytelling Still Matters : Farmers want to hear from other farmers. Testimonials, local case studies, and peer-led content had noticeably higher engagement at event stands. Practical Sustainability : There’s growing demand for practical, not preachy, sustainability. If your product reduces nitrogen loss or supports biodiversity, show the science and the on-farm results. Marketing Takeaway: Consistency across channels and authentic storytelling is key - especially when paired with practical, hands-on experiences. 3. Brand Highlights: Engagement in Action We loved seeing so many brands bringing their stories to life in clever, engaging, and authentic ways. These are some of the stand outs: Agricom Agricom’s demo plots were a standout again - offering farmers a tangible experience with new cultivars in the field. Their team were exceptional at turning technical insights into actionable advice. This year saw Agricom partner with Headwaters – a smart collaboration that brought together proven pasture solutions and premium livestock genetics. It was great to hear how they're working together to support more sustainable, high-performance sheep farming. The story behind the Lumina lamb was genuinely impressive – and the tasting was hands-down the most delicious lamb ever! CLAAS Harvest Centre With impressive machinery on display, CLAAS drew strong crowds, but it was their hands-on tech showcases in the demonstrations - that drove real conversations. The personally branded kids hi-vis was the standout for us. Such a clever initiative to keep the kids busy while mum and dad checked out the amazing farming machinery on display. AgResearch AgResearch hosted interactive workshops and soil health displays that prompted genuine curiosity. The focus on future farming systems sparked strong interest among progressive landowners with simple takeaway actions to reduce farm emissions with focus on arable/horticulture and livestock specific initiatives. Ballance Agri-Nutrients Ballance’s team did a great job educating farmers on nutrient stewardship. Their “Nutrient Know-How” station offered short, sharp sessions that were easy to understand and relevant to both dairy and sheep/beef farmers. Their interactive “Ballance the Scales” game was also a great way to keep the kids (big and small) entertained. Silver Fern Farms SFF’s activation focused on connecting the plate to the paddock. Their storytelling around value-chain transparency and premium returns for farmers was a strong point of engagement - especially with younger producers. The funky kitchen was serving lamb and beef tastings, and the beautiful design of this open space was impressive with fresh herbs and ingredients visually bringing the paddock to plate concept to life in the most delicious way. 4. What This Means for Marketers in the Agri-Space Make it tangible : Whether it’s trial plots, ROI calculators or tastings, farmers want to “see it to believe it.” Bridge the digital-physical divide : Field Days showed us that in-person still matters - but it’s even stronger when backed by digital content, pre-event lead nurturing, and post-event follow-up. Community remains core : Brands that position themselves as part of the rural ecosystem - not above it - win trust. Regional Field Days continue to be a barometer of the farming mood - and a playground for powerful marketing. If there’s one takeaway from this year, it’s that authenticity, utility, and respect for the farmer’s world are non-negotiable. Let’s keep telling better stories, solving real problems, and showing up where it counts.