Our work

How we found the farmers.

Our best-known work is for renewable energy firms, and a national campaign fronted by Adam Henson. Here’s the story, the numbers, and the photos.

What it did for the renewable energy firms.

50–60%

of their capacity filled, for some of the UK’s largest renewable energy firms, including All Seasons and LMF Energy.

8,000+

enquiries in three years. Around 220 a month.

How talking only to farmers brought in 8,000 enquiries.

In 2022 I was running ads for renewable energy firms, and chasing volume: as many leads as I could get.

Then I noticed something. Under a government scheme, the bigger and less efficient the house, the more the job was worth. And apart from the big estates, some of the biggest, least efficient houses in the country are farmhouses. Many of the families inside were living deep in fuel poverty.

I’m a farmer’s son. So we stopped talking to everyone, and spoke only to farmers. Our ads talked about their day and their year: breakfast time, lambing, harvest. When tax changes threatened family farms, we said so. In their words, not ours.

Farmers were seeing ads from renewable energy firms all the time. They answered ours.

Over three years, more than 8,000 enquiries came in for the renewable energy firms we worked with. We filled 50–60% of their capacity.

I’d gone looking for more leads. I was given better ones.

That became our More Fruit, Less Thorns method.

Tom, Director

Fronted by Adam Henson.

I also put together and ran a national campaign fronted by Adam Henson, marketing a national incentive scheme. I organised the shoot. Here’s Adam and me on the day, and two stills from the finished film.

Tom, in a red check shirt, and Adam Henson, in a blue shirt with a microphone clipped on, smiling with their arms round each other's shoulders. — Tom (left) with Adam Henson, on the shoot for the national campaign Tom ran. May 2024.

A still from the film: Adam Henson walks up to a front door, with his name on screen. — From the finished film.

A still from the film: Adam Henson and the homeowner talk over mugs of tea in garden chairs. — Adam Henson with the homeowner, in the finished film.

Watch the finished film on YouTube (6 minutes)

What it taught us.

Your market is the same. Most of it is a crowd: thin margins, price wars and hassle. But a few customers are worth more than all the rest. They pay better, they’re easier to win, and nobody’s talking to them properly.

Most marketing chases the crowd. We go after the few. For renewable energy firms, it was farmers. Every business has its own.

That’s what we’ll do for you. We find the customers in your market worth the most, then we run the Facebook and Instagram ads that speak only to them.

Every business has customers like the farmers. Let’s find yours.

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