Promoting new products to long-term customers using familiar faces.

Following the launch of the new Corteva Agriscience branding, Freckle was engaged to help the company launch a number of key products to the horticultural market that aligned with the brand ethos around healthy, sustainable and profitable agricultural practices.

Product Goals / Challenges

With each new product set to hit the market, the end goal was two-fold: have growers register to use the product; and raise the profile of Corteva Agriscience’s sustainability credentials. To achieve this, especially with the Corteva brand still relatively new itself, we acknowledged the need for familiar, industry faces to share genuine experiences with product trials, as well as the need for promotional incentives.

Our Approach / Solution

Like all good produce we started in the dirt first – in the paddock with the people that know the benefit of Corteva products. Thanks to the photography competition, we’d had plenty to do with a particular onion grower – who won the trip to San Francisco  – and we were advised he’d had great success with one of the new products (Zorvec Enicade).

A video, written case study and marketing posters, teamed with professional photography taken on location, were developed featuring the grower’s positive testimony around the excellent outcomes that product trials had returned on his onion farm. The power of a known face – someone who looks ‘just like me’ – to new and potential customers cannot be underestimated.

This particular campaign offered a giveaway to registered growers, and was also built around the marketing theme of ‘Growing Reputations’ – tying together the theme of growing the Corteva brand, growers building their own sustainable practices, and growing good relationships between the two.

For products not yet trialled, growers who registered their interest were offered a gift pack and marketing materials were provided to stores and wholesalers. Marketing and media collateral was also developed, delivered through Corteva Social Media accounts, targeted Google Adwords campaigns, and distributed to trade publications and rural media outlets.

The launch campaign for Entrust Organic also involved partnering with the leading peak body for the Australian organic industry, as a sponsor of Australian Organic Awareness Month.

Campaign Elements: