Planted by Pros
The goal of the campaign was to drive sales across all product lines by communicating the key selling propositions of seed, while establishing an emotional connection and empathetic relationship with our farmer customers.
Farming is a hands-on profession and the campaigns creative approach focused on hands at work, a highly relatable image that invited the audience into the scene. Background images were black and white to evoke a little nostalgia, overlayed by a yellow mask to bring the company brand and message into focus.
Creative was executed through a variety of media, with print publications in Western Canada being the primary focus of this strategy. Radio advertisements and YouTube commercials complemented and built on the storyline.
“Retail reps have commented on what a great job our marketing team does. They loved the idea of ‘pros’.”
“These ads are great. They create an engagement with the farmer at the field level where it’s most important to them.”
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