Crop Nutrition & Protection
AgBiome
The Challenge
Sulfur management and nutrition continues to be a growing agronomic topic. With growers looking for new ways to deliver nutrients, Nutrien produced a new product, Smart Nutrition™ MAP+MST®. Utilizing micronized sulfur technology, Smart Nutrition MAP+MST is the most efficient system for delivering sulfur and phosphate to maximize crop production.
With a variety of new products being released in the sustainable fertilizer market, the Smart Nutrition MAP+MST launch needed to stand out. AdFarm was tasked with launching the product in a compelling way and growing awareness of its unique benefits amongst the sea of competition.
Services Provided
Digital & print campaigns, trade show activations
Launching and Marketing a New Product
Our launch focused on the benefits that Smart Nutrition MAP+MST brings to growers and their soil. With insight that farmers see their equipment as a point of pride and feel good about investing in it, our campaign message formed as “soil is your most powerful machine”. Using a compelling visual style to show soil works just as hard as any other piece of equipment, we created imagery of farm equipment made out of dirt. We also created an animated video. This dirt-equipment creative was used across a variety of mediums at launch including print, display, social and other assets.
This extended to the Ag in Motion tradeshow, where our campaign imagery was brought to life-a life-sized, sand sculpted tractor, which garnered attention as it was crafted live by an award-winning sculpture team over the course of the weekend.
Following the launch, we wanted to target the next generation grower with something else interesting. Our first brand awareness campaign-“Better Together”-positioned the product as a simple way to deliver phosphorus and sulfur in a single package.
With an earned media reach of 253,300 and a number of impressions, the two campaigns steadily positioned Smart Nutrition MAP+MST as a new product people should be taking notice of.