When trust is everything
The NZ horticulture market is worth over $100 million towards BASF’s total annual sales. Traditionally its products have dominated the segment and are considered ‘best in class’, however the market had seen the introduction of a number of cheaper, generic alternatives that had had a negative impact on crop outputs – especially in the pipfruit and viticulture segments. As a result, customers had become wary of using generic products in their crop mix. This presented the opportunity for BASF to solidy its product positioning through a campaign that showcased its strength and dominance within the horticulture segment, and communicated the trust and certainty growers have in its range of products.
The category norm
When it comes to making their chemical purchase decisions, most growers first and foremost choose the chemistry they need, not a specific brand. They rely heavily on their agronomist for product decisions, but tend to stick with what they know and trust, because a wrong choice can ruin a crop and jeopardise their year’s income.
The standout idea
Confidence grows here.
Many of New Zealand’s leading growers trust BASF chemistry to protect their crops, and consequently their livelihoods and those who rely on them for theirs. So we made them the advocates for our campaign – extolling their confidence in using BASF products.
Outstanding execution
We created a full omni-channel campaign with regionally tailored OOH, digital, print and social media all directed to a ‘Confidence grows here’ landing page that housed the full grower stories and links to the formulations growers include and trust in their crop protection programmes.
The authentic stories and imagery resonated strongly in the sector with both growers and agronomists, reasserting BASF’s ‘proven in the field’ messaging and growing product awareness.
Client
Capabilities
- Brand & Experience
- Creative & Design
- Media & Channel Activation
Awareness – Billboard
Awareness – Print
Website
