MAKE AG ALLURING___
Traditionally, agricultural advertising hasn’t led the field (…ahem) in groundbreaking marketing. Even the farmers themselves said they were tired of seeing the same old farming clichés. Ready to move beyond blah, Pioneer enlisted us to help them deliver big news in a fun, cheeky way that farmers had never seen before.
PLANT THE SEED___
For a farm owner, winning 25 years’ worth of seed is life changing. We ran with that concept, connecting “Seed for Life” with all the possibilities it enabled to give us a broad creative platform. Corn literally sprouted different opportunities, from hundred dollar bills to great vacations, to create a bold, exciting campaign.
FIELDS OF GOLD___
We enticed consumers to buy Pioneer seed for their chance to win. And it paid off. Sales reps were excited. Growers were engaged. And competitors took note. Our English and French campaign, delivered across an integrated marketing mix, changed one lucky Quebec farmer’s life and helped Pioneer deliver another record sales year.