Agricultural Marketing: Positioning Strategy for Lidea Corn Varieties

CLIENT: Lidea Seeds Europe

SECTOR: Agriculture

SCOPE: Creative Campaign Development

As a specialist agriculture marketing agency, GWCM partnered with Lidea Seeds to refine their brand strategy for corn (maize) hybrids grown for grain production—targeting livestock feed markets across Europe.

Operating in a commodity-driven environment, where yield and profitability matter most, we helped Lidea address a core challenge: how to stand out in a crowded field where their competitors dominate. As agribusiness branding experts, our task was to create a clear, confident positioning that aligned with both market expectations and internal ambition.

Through stakeholder meetings, we uncovered critical market differences. In Western and Central Europe, smaller farms invest heavily in crop inputs, making strong in-field dry-down essential for profit. In Eastern Europe, farms are larger but less intensive—so traits like heat and drought tolerance are key to success. These insights shaped our B2B agricultural marketing approach.

Lidea’s early and mid-early corn hybrids perform well in both regions, offering valuable climate resilience and stable yield. However, Lidea remains a challenger brand. We helped reposition the company beyond its legacy Tropical Dent breeding programme and focused instead on the strengths of its evolving portfolio, emphasising adaptability, resilience, and trusted field performance.

As seed marketing specialists, we also developed messaging strategies for different markets and stakeholders - distributors, agronomists, and farmers alike. We simplified complex propositions into clear, compelling B2B brand storytelling in agriculture, fit for both trial results and on-farm conversations.