PGG Wrightson Seeds Vast campaign

To launch and create demand with the agricultural sector for PGG Wrightson Seeds’ new-generation perennial ryegrass, we created a cut-through campaign and TV commercial to capture ears and eyes, hearts and minds. Our strategic proposition was to show how Vast's superior genetics led to strong pasture performance that farmers can’t help but notice!

Vast is a tetraploid perennial ryegrass that PGG Wrightson Seeds purpose bred to answer modern farming challenges. With the latest heading date available (extremely late - +36 days) - a first of its kind - farmers get quality feed much later into the season with Vast. It’s the ultimate combination of density, quality, production and grazing preference. Or as the campaign puts it – a pasture that REALLY performs.

Playing up the dual meaning of ‘performance’, the campaign’s theatrical look and feel of was applied to all touchpoints, including hundreds of comms packs sent to retailers filled with movie-night goodies.

A bespoke campaign website allowed visitors to dive deeper into the benefits of Vast in a fun, interactive way. Additionally, it gave us the ability to measure the effectiveness of the campaign and provide further information to those people who were most interested in the product.