Don’t leave me this way
Managing environmental extremes is an ongoing battle for New Zealand and Australian farmers – a battle that will grow as the climate continues to change. Dry areas are expected to see more drought, wetter areas more rain, and extreme weather events will be more frequent. Never before has forage selection and management been more critical, and yet farmers are increasingly frustrated with the “all care, no responsibility” attitude of seed companies and agronomists – when problems arise, they’re nowhere to be found. This is the antithesis of Cropmark Seeds modus operandi, and so there was a clear opportunity to bring a distinct proposition and refreshing story to the sector.
The category norm
The category is heavily anchored in the technical language of research, and a universal focus on resilience, productivity and performance. Nowhere is a genuine sense of commitment and partnership articulated or delivered through an aligned customer focus.
The standout idea
Cropmark Seeds understands that to continue playing its part in growing the food that sustains both people and planet, it needs to try new things and embrace change. That starts by staying close to farmers, and its agronomy and retail partners, actively listening to their needs, understanding them, then evolving its product and service offering to meet them. The ‘Growing closer’ positioning clearly articulates this intention, and feels energetic, engaging, open and flexible.
Outstanding execution
In a category populated by rigid corporate brands, we needed to differentiate Cropmark Seeds with a visual expression and tone of voice that reflected its new ‘Growing closer’ positioning and story.
Client
Capabilities
- Competitive Strategy
- Brand & Experience
- Creative & Design
- Media & Channel Activation
- Digital & Platforms
