WORK

In 2024, PGG Wrightson Seeds took a slightly different approach for their annual spring campaign. Rather than promoting individual seed products, their new campaign focused on their full range of grasses and forage crops, and why they're the right choice for Kiwi farmers.

The campaign acknowledges a universal truth about farming – that working on the land comes with many challenges, most of which are outside of your control. But rather than focus on obvious culprits like the weather, the ads focus on other moments in a farmer’s life, where perhaps they’d like a little more say so.

The video was supported with print and targeted digital channels.