Stampede Goes The Distance

Persistence. Performance. Pure Kiwi energy.

This couldn’t feel like just another rural retailer. It needed to have a point of view. A pulse. A voice that could challenge the category without ever becoming cynical about the tried and trusted and ways.

So we brought to life a values-first brand built around openness, simplicity, efficiency with an identity that grounded a digital brand in the physical world. The design system is clean, modern and stripped back. The tone of voice is short, sharp and unafraid to call a spade a spade. The brand name itself is an active verb, a call to get moving, get stocked and get back to what matters.

From day one, we knew this couldn’t look like every other seed ad. So we built the campaign around a core idea:

“Stampede goes the distance.”

It spoke to agronomic truth, with a cultivar proven to perform under pressure, and paired it with a layer of cultural pride. The launch creative celebrated iconic Kiwi achievements like conquering Everest, launching NZ’s first rocket and breaking land speed records. These moments weren’t just symbolic. They stood for exactly what Stampede delivers. Durability, resilience and high performance in the toughest conditions.

The visual language was clean, contemporary and proudly non-traditional for the category. It positioned Stampede not just as a better product, but as the next step in the evolution of pasture technology.

A smarter approach to first-party growth

But this campaign wasn’t just about awareness. It was about building a customer ecosystem. Cropmark had recently invested in HubSpot, with a clear vision to reduce reliance on paid media over time by growing their owned database. So we structured the campaign around a full-funnel journey:

• Awareness phase: Hero video creative ran across social and digital, driving reach and recognition of the Stampede name and its key value proposition.
• Consideration phase: Retargeted ads focused on product features, benefits and visuals of the grass itself helping bring the agronomic story to life.
• Conversion phase: Users were driven to a landing page offering a downloadable brochure in exchange for lead data, captured and funnelled into Cropmark’s CRM for ongoing engagement.

This structure allowed us to build interest and momentum in the short term, while creating a long-term pipeline for future comms, product launches and relationship development.

Results that went the distance

While we can’t link leads directly to sales outcomes, the campaign succeeded in its primary objective: getting Stampede noticed and into the hands of more farmers and agronomists. We drove:

• Qualified leads captured through digital and social
• Strong campaign engagement across both NZ and AU (adapted with region-specific messaging)
• Significant uplift in brand awareness and database growth

Just as importantly, the campaign introduced a new visual identity and tone of voice for Cropmark, helping to set the direction for future campaigns and giving the business a more distinctive, modern feel.

Planting the seeds for what’s next

Launching a new ryegrass cultivar isn’t just about pushing product. It’s about building belief in the science, the story and the brand behind it.

The Stampede campaign did just that. It signalled a new era for Cropmark, a new level of performance in pasture and a new way to think about ag marketing that goes beyond paddocks and product shots.

Because when it comes to pushing performance in the field we believe the story matters just as much as the science.