JCB at Farm Progress 2025

Farm Progress is one of the largest outdoor agricultural shows in the country, and JCB came to it with a clear ambition: don't just park the machines and hope people stop. Make them impossible to walk past. With a 140-by-120-foot peninsula footprint and a lineup of heavy equipment that needed to speak for itself, the challenge was designing an environment where the scale of the machinery worked for the brand rather than just filling space.
STAR built the exhibit around two ideas that don't usually share a show floor: raw performance and approachable engagement. The layout was designed for visibility and flow, with integrated branding across signage and structures pulling the space together as a unified environment. Live demos ran throughout the show, putting the machines in motion and giving attendees something to actually watch rather than just walk around. Up close, JCB's equipment is genuinely impressive — the demos made sure people understood why.
The Plinko activation kept the energy high between demos and gave visitors a reason to stop even if they arrived without a specific interest in heavy equipment. It was a smart tonal choice. Agriculture is a relationship industry, and creating a moment of lightness inside a serious product environment made the brand more human without undermining the equipment itself. The machine operating the Plinko board was a JCB. The brand was in everything.
The result was consistent crowd activity across the footprint, meaningful conversations between attendees and the JCB team, and a measurable lift in lead opportunities and post-show buzz. Pam Veiock, JCB Senior Manager of Communications and Events, put the longer partnership into perspective: "Where we started and where we are today are two completely different places. They've really helped us grow our assets, strengthen our look, and develop the branded image we wanted from the start, allowing us to get bigger and better with every show."
Farm Progress 2025 was the latest proof of that.