Farmers Insurance Swaps Two Words In Its Jingle And Keeps Every Note

Farmers Insurance spent the summer relaunching its brand, and one of the smallest edits in the work landed on the first two words of its jingle. "We Are Farmers" became "You Have Farmers," part of a rebrand built with Dentsu Creative. The melody, the cadence, and the note count all stayed where they were. The subject of the sentence moved from the company selling an insurance policy to the person holding it.

Eleanor Solomon runs creative at Farmers Insurance, where her responsibilities reach from broadcast advertising to the letters policyholders open. She came to the insurer in late 2025 from the agency world, having led accounts at Ogilvy and mcgarrybowen. Andres Arlia is Executive Creative Director at Dentsu Creative, the agency of record for Farmers, and has spent more than twenty years in creative roles at Leo Burnett, Razorfish, and mcgarrybowen. Solomon owns the sonic asset, and Arlia's team proposed the change to it.

"'You Have Farmers' is really the meaning we want you to understand, that we have your back. We are your partner in this," says Solomon. Sonic assets take years and heavy media weight to establish. Farmers rebuilt its visual identity and kept the logo, and the jingle was the piece left to decide. Farmers had to work out how much of it could change while keeping the recognition intact.

An asset worth keeping

Every brand has a logo and a color, but far fewer have a jingle with genuine public recognition. Solomon describes the jingle as the hardest working asset Farmers owns and the one it holds the most equity in. The rebrand left it in place, and the question became what could change around it. "That jingle has a lot of equity," notes Arlia. "It's not every day that you get to work with a brand that has such a strong cultural icon."

The phrase does different work depending on who hears it. Aimed at a prospective customer, it describes the seller and asks the buyer to take the company's word for its expertise. Solomon says her own brother still answers her calls by singing the original. "The phrase 'We Are Farmers' means a lot to us internally, and it still is used internally," explains Solomon. "When we're speaking to our customers, 'You Have Farmers' is more meaningful."

The suggestion came in the first working session with Dentsu. Farmers had run a full pitch process to choose a new creative agency of record, and the winning idea arrived before any of the campaign work started. Implementing it simply required a new vocal recording and nothing else. "Everyone in the room from Farmers was like, 'Wow, how have we not already thought of that,'" says Solomon. "It was so small, but it is so pivotal for us."

Same melody, different words

A lyric change still has to work in a recording session. Arlia's team checked the substitution against the original, and the two phrases matched on syllable count and stress. Existing arrangements carried over without rework, and singers could record the new line without relearning anything. "We didn't change anything in a way that affects the cadence," notes Arlia. "It's all the same."

The edit also changed what the line claims about the company. Every carrier makes the same promise about competence, and a customer has no way to test it before a loss. Arlia's team went looking for a line that answered a question the audience was already asking. "Is there a way to keep the jingle but make it mean more?" adds Arlia. "Because yes, we are the experts, we know we have all this. But what does it mean for me?"

Creative testing then checked whether the new lyric cost the brand anything. Farmers ran several rounds on the amended jingle, and recognition held across all of them. The result gave the team room to run the new words without a campaign explaining them. "I don't know how many people pick up that it says 'You Have Farmers' instead of 'We Are Farmers' now," says Solomon. "And I'm okay with that, because they still sing it back to us."

Scaling across channels

The rebrand also gave Farmers a way to use the jingle more often. The Choir is a new brand asset that sings the melody with lyrics written for each execution. The campaign runs across linear television, connected TV, and online video. "No matter what the words say, The Choir sings into the tone of the jingle," explains Solomon. "They say various things to help deliver our message, and we still get the credit for it."

A single recognizable melody answers a problem most advertisers now share. Audiences are split across more platforms than one execution can cover, and brands need variation without losing what makes the spots recognizable as one campaign. Farmers gets attribution on a connected TV spot and a broadcast buy from the same asset. "Talk to anybody, you say Farmers and they will jingle it to you," says Arlia.

Farmers has legacy policyholders to keep and a younger book of business to build. The jingle is the one asset both groups already recognize, which is why the change had to be small enough to leave it standing. Solomon says the early read shows both moving in the right direction. "There was a big question of how do we continue to grow," concludes Solomon. "The rebrand was necessary to help propel that growth and reach younger audiences."