WORK

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.