Brevant Seeds:
Retail Campaign
CHALLENGE: We launched Brevant talking a big game about how we are exclusive to Retail and how we are going to show up differently for our Retail partners. And we wanted to give more of a punctuated WHY behind both.
SOLUTION: Shine a light on all our Retail partners do day in and day out. This not only pulls retailers closer to Brevant, but it plays a long game on promoting their channel as the go-to for farmer who might be buying seed from another channel.
Team: Jaclyn Phenicie (CD + AD), Tim Bayer (CW), Justin Hernandez (Designer), Kate Martin (CW), Heyward Coleman (Sr. AD), Cabot Norton (CD - Writer)
We started by shining a light on all Retailers do for their farmers.
Ag retailers are full of not only grit and hard work, but they’re a trusted partner for their farmer. They know all the ins and outs and bring advice throughout the season. This is why Brevant was exclusive to Ag Retail. They wanted to work with the best of the best. And it was time we started talking about it in a way that really gave them the spotlight.
Then we highlighted the relationship between Retailer and our Reps.
We made Brevant the seed brand you want to know if you’re a retailer.
This was a strategic move to draw a straight line from our brand to being the young, fun seed brand we promised to be. In our ‘rep / retailer’ series, we shine a light on our reps and retailer relationships to create a brand persona of levity and not taking ourselves too seriously. This series is inspired by the “ESPN office” spots showing the behind the scenes relationships.
We wrapped our Retail Finder page around the campaign. It not only promoted our retailers, but connected farmers directly to retailers in their area.
Showing up across the board for our Retailers.
We made sure our audience knew we had their back when it came to promoting all they do. Including print, video, radio, social and digital.
SOCIAL AND DIGITAL ADS:
Took our brand campaign tone, and ran with it.
LIVE FROM THE FIELD
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LIVE FROM THE FIELD –
Reps and Retailers report in on social
We continued to build our fan base by keeping our reps and loyal retailer partners engaged year round on social channels. They’d send in videos from the field and we’d share them. All to keep being the seed brand to know.
