SCOPE: Advertising | Event Promotions
Syngenta are the only company that manufactures hybrid winter barley. Their 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.
Syngenta approached GWCM, due to our vast agriculture marketing experience. For the past 23 years we have been designing and producing compelling branding, advertising, websites and videos that get brands noticed, talked about and remembered.
Over a 3-month period, a print advertising campaign was launched, with humorous ads running in both Farmers Weekly and The Scottish Farmer. A different ad ran for each variety, with the strategy focused on a ‘sell out fast’ message and visual, encouraging existing and potential customers to commit and buy early – or face losing out on seed.
In June 2017, at the biggest agriculture event of the year, visitors 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 - this approach humanized the brand, created variety recall, grew Syngenta’s social media following and led farmers’ to learn which variety was best for their needs.
To further support and encourage visits to the Syngenta exhibition stand we created 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.