Bayer seeds launch
Bayer Crop Science – not long ago, this company merely stood for crop protection products in a farmer’s eyes. Nowadays, Bayer’s agricultural division also offers seeds. So our assignment in the German market was simple but at the same time very tricky: communicating to farmers and other market participants that Bayer is now a premium seed manufacturer. To this end, it was necessary to develop a brand, brand architecture and 360° campaign.
An in-depth analysis of the target groups and their needs led to the creation of Bayer Seeds as a competence brand covering all the new seed products. The premium quality of the new assortment was underlined by the claim “See(d)-worthy”, a play-on-words in German, as sähenswert (the German claim) means “worth sowing” but also sounds like the word for “worth seeing”. In order to underline this claim, we developed a sophistically photographed decorative and headline typography with the help of a real and really tiny oilseed rape seed.
From this basis we went about executing the campaign. For a website, mailshots, events with farmers and trade fairs we employed the whole range of marketing tools. We produced image trailers, brochures, advertisements, online banners and website content – and even designed the seed bags. The outcome was a new perception of this client and an award, the 2015 German Agricultural Marketing Prize.