Beck’s announced a new marketing campaign, “Just Believe,” derived from the Bible verse Mark 5:36: “Don’t be afraid. Just believe.” The campaign aligns with Beck’s foundational mission to honor God and help farmers succeed.
“Our purpose of honoring God and helping farmers succeed is the heart and soul of Beck’s,” said Scott Beck, president of Beck’s, in a release. “Like many of our customers, faith, family and farming are at the forefront of everything we do. And it’s what keeps this unwavering industry moving forward.”
In recent years, factors such as climate change, natural disasters, the economy and COVID-19 have taken a negative toll on overall mental health. While the acknowledgment of mental health in agriculture has increased, now more than ever, farmers, salespeople, lab technicians and all involved in growing food and fiber need support.
Unstable production conditions, shifting market prices and uncertainty in relation to trade and tariff policies create a life of instability for farmers. Beck’s campaign reflects on the emotional highs and lows of farming.
“Beck’s is bigger than seed, bigger than all the buildings and bigger than being the third-largest retail seed brand in the United States,” said Ashley Fischer, marketing communications manager at Beck’s. “There is an undeniable energy that unites us all at Beck’s. We lead with a servant’s heart that is filled with faith, hope and love.”
The emotional video follows the journey of a farmer through the tests and limits of life. Beck’s makes a point to remove branding from the video to push their core purpose of the campaign: to encourage farmers to, “remember, He created you for this,” according to the release.
“I haven’t been on social media much the last few years, but Beck’s summer dealer meeting in Indianapolis has really inspired me to be more vocal with my faith,” said Beck’s dealer Brad Paulus. “I can’t wait to share this amazing video with all my friends, and hopefully, they are encouraged to pass it along to their friends once they see it.”
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