Nufarm
Brief: to make a first-time entry to the UK and Ire livestock sector with a campaign designed to introduce farmers to the cost benefits of pesticide application in grassland management.
We carried out an initial market research to determine level of understanding and potential marketplace. Taking the findings, we subsequently launched the Grassmanship campaign featuring a series of activities based on PESO model – print and social media, ads, events and sponsorship, together with a range of assets.
Engaging with an independent technical consultant was key to successful content development, message delivery and take up, together with results from independent and in house R&D.
The campaign was kept fresh over a three-year period by introducing different aspects and approaches to the weed control.