New Holland is celebrating a legacy of 120 years and the first cutting of hay with a new product advertising campaign called “The Gold Standard.”

The Gold Standard campaign kicked off with a social media contest, “The 1st Cut Competition,” which encourages farmers to capture their first cut of the season and enter it for a chance to win a one-year use on a Roll-Belt 450 Silage Special Round Baler. New Holland builds cutting, baling and harvesting equipment.

The 1st Cut Competition will run May 5 to July 31. Hay growers are invited to submit a picture of their first cut here. The photos will go through one round of public voting and one round of official judging by New Holland executives. Seven balers, each for one-year’s use, will be awarded to seven growers across North America.

“We have been using more social media and digital marketing because equipment users are consuming more content and interacting with the brand more via these channels versus the traditional media,” says Mark Hooper, Senior Director of Marketing for New Holland North America.