Ag retailers (distributors) are very much the unsung heroes of the Ag industry, and Adama Canada understands the grower-retailer bond better than most. Looking to honor that bond, this campaign encouraged people nationwide to say “thank you” by nominating and voting for Ag retailers that have made a difference in their community. At the end of the campaign, four retailers were selected to receive $15,000 each to spend on worthy causes within their communities. Leading with a brand video to promote the campaign, we developed a microsite that enabled nomination, voting and social sharing. The campaign was then promoted through digital marketing, email, text messages and media outreach. #ThankARetailer resonated with the Ag industry more than we could have imagined. Our initial goals were 5,000+ brand video views, 20 retailer nominations and 20,000 votes in the contest. But we achieved 30,000 views of the brand video, 52 retailer nominations and 227,201 online votes. This interest led to an increase in new visitors to the Adama Canada website and has helped to build a digital community of dedicated followers.