SCOPE: Campaign Advertising | Event Promotions
Our vast agricultural advertising experience was called upon to assist Syngenta, the only company that manufactures hybrid winter barley. The flagship winter barley, Hyvido – encompasses four different varieties, each specifically developed to suit the conditions and needs of farms across the cardinal points of the UK. To drive sales, particularly in the North, Syngenta needed a campaign that would differentiate between the varieties and cut through the noise of a competitive marketplace.
We devised an advertising campaign that ran over a 3-month period, with humorous ads running in both Farmers Weekly and The Scottish Farmer. A different advert ran for each variety, with the strategy focused on a ‘sell out fast’ message and visual that encouraged existing and potential customers to commit and buy early – or face losing out on seed.
Visitors to the biggest agriculture event of the year were encouraged to take a #HyvidoSelfie with the variety that was their ‘perfect match – based on their location and farm type. Four different Twitter frames were created to represent each variety - humanizing the brand, creating variety recall, and leading farmers’ to learn which variety was best for their needs, in turn growing Syngenta’s social media following.
To further support and encourage visits to the Syngenta exhibition stand we designed visually disruptive print ads situated in the on-site toilets. These tongue-in-cheek adverts demanded attention and quickly affirmed one of Hyvido’s key buying messages.