• Agriculture
  • Videography and photography
  • Media planning and buying
  • Campaigns

For this campaign, we needed to get farmers experiencing a tough economic environment to believe that it pays to plant Cleancrop™ because it stops weeds and maximises yields ultimately making it a more profitable choice. The idea – the best defence is a good offence. Personified by a hero character in the crop coach, and the message that the Cleancrop™ Brassica System is a proactive gameplan that eliminates competition to give crops the advantage.


So what is it? PGG Wrightson Seeds’ Cleancrop™ Brassica System is an innovative, all-in-one crop seed and herbicide package. Cleancrop™ plants are specially-bred to withstand the system’s herbicide, which is sprayed on before any weeds have a chance to grow. Without weeds taking up nutrients and moisture, feed crops yields are much improved, giving farmers a better return on their investment. It takes a little bit of explaining, which is why previous years’ marketing had educated the market on what the system is/how it works. For this campaign, the focus was on driving sales by heroing the benefit of the system.

PGG Wrightson Seeds crops vs weeds visual
Person celebrating in front of whiteboard in the middle of a field of crops
Person high fiving crops
PGG Wrightson Seeds print advertisement
PGG Wrightson Seeds Clean Crop campaign carousel social post
Person doing star jumps in middle of field of crops

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