Opportunity

Seed Force, as a smaller seed company, have always challenged the bigger boys by promoting proven yet lesser known, less traditional varieties to New Zealand farmers with great results. Fodder Beet was no different except it is known to be a tricky crop to grow without the right agronomic advice and support that only Seed Force can provide. Grown well, Fodder Beet can represent a game changer with massive production gains for dairy and beef farmers that they themselves describe as “monster crops”.

Solution

Introducing the “Unbeetables” who fight the good fight for fodder beet till the fight is done. We put the farmer at the front leading the charge backed up by his trusty agronomist and scientist demonstrating that not all rural marketing has to be dull or cliched. The campaign stretched across digital, direct mail, rural press and PR with great pick up.

Fodder Beet was always going to sell out because farmers know of its potential. However this unique campaign with a different take helped sell out seed just that bit quicker – including the 2015 shipment. Pretty unbeetable ay. View www.unbeetables.co.nz to watch the trailer.

Post analysis results show that they overall campaign delivered 427,666 impressions, resulting in 1,397 confirmed visits to the campaign landing page www.unbeetables.co.nz