A cut-through agricultural advertising campaign that helped Syngenta increase sales in key targeted UK regions

CLIENT: Syngenta

SECTOR: Agriculture

SCOPE: Campaign Advertising | Event Promotions

Our vast agricultural advertising experience was called upon to assist Syngenta. They are the only company that manufactures hybrid winter barley. The flagship winter barley, Hyvido – encompasses four different varieties. Each variety suits the conditions and needs of farms across the cardinal points of the UK. To drive sales, particularly in the North, Syngenta needed a campaign. The campaign had to differentiate between the varieties. It needed to cut through the noise of a competitive marketplace to stand out.

We devised an advertising campaign that ran over a 3-month period. Humorous ads ran in both Farmers Weekly and The Scottish Farmer. A different advert ran for each variety. The strategy focused on a ‘sell out fast’ message and visual. It 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. They chose the variety that matched their location and farm type. Four different Twitter frames were created to represent each variety. This humanized the brand and created variety recall. It helped leading farmers’ to learn which variety was best for their needs. In turn growing Syngenta’s social media following.

To boost visits to the Syngenta exhibition stand, we designed print ads. They were visually disruptive and placed in the on-site toilets. These tongue-in-cheek adverts demanded attention and quickly affirmed one of Hyvido’s key buying messages.

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