Pioneer: Brand Re-Launch
THE CHALLENGE: Pioneer the most well known seed brand in the industry. It had lost its way in connecting with its audience in any real way.
THE SOLUTION: A brand campaign that reintroduces Pioneer as a brand who serves its farmers and sees all the hats they wear in order to be able to do what they do.
Team: Steve Silver (CD), Jaclyn Phenicie (ACD Art), Perry Littrell (ACD Copy), Kevin Sparrow (Sr. Designer)
Pioneer Brand Campaign
Pioneer. Be One:
In order to be a farmer today, you have to be a lot of other things as well.
A reintroduction recap.
Over the last few decades, the Pioneer brand had lost its luster. The Be One campaign lifted those who Pioneer serves- the farmers. To remind them that they are the inspiration and heartbeat behind why Pioneer strives to evolve itself and its products.
Brand Radio
Internal Team Launch
With any brand relaunch, getting the internal team excited is a big deal. We wanted the teams to not only feel included, but inspired by what was coming for the Pioneer product marketing. The Corn Revolution Podcast was crafted just for them. To get them in the loop and ready to take the fields with the new brand direction.
REVOLUTIONS START SMALL: To introduce the revolution to our team, we send all of our sales reps a petri dish and a smart phone microscope. When they look at the petri dish under the microscope they’ll read the manifesto and realize that the biggest revolution in hybrids will start with the smallest details. Beneath the Petri dish we will tease future mailers with a line: “The revolution has just begun, join us as it grows.”
FUEL THE REVOLUTION: We fan the the flames of the hybrid revolution with the fuel our team needs to begin each day. The kit includes a high-tech travel mug with the revolution’s manifesto printed on it, specialty branded coffee and a detailer on the R5 class.
EQUIP THE REVOLUTION: We send our sales reps a Revolutionary Kit. It features a Field Guide notebook and pre-loaded Google Mini to broadcast the Corn Revolution Podcast. They simply had to turn it on and say “Hey, Google, play the Corn Revolution Podcast” and they were off.
