PGG Wrightson Seeds Raphno® campaign

For Pallaton Raphno^® - a cultivar purpose-bred to thrive in challenging farming conditions – the campaign idea positions it as a superhero for summer. Leaning into a comic-book vibe, we created cartoon illustrations for the top six attributes of the crop and rolled it out across multiple channels, including animated videos.

Having a higher idea behind this campaign was essential as it had to go to market talking to two different audience motivations – farmers who need a drought resilient crop and farmers finishing stock. Simple changeouts gave this campaign more mileage.

"We partner with Plato because they’re smart thinkers and they do what they say they will. We don’t have to hold Plato’s hand. They know what needs to be done and how to get a result, so we trust them to get on and do that. They come to us with ideas then lead and support us in getting them off the ground. And their creative is awesome at cutting through the noise. We’re really proud of the campaigns they help us put to market."

Hugh McDonald, National Sales and Marketing Manager