BAyer corn herbicide platform
everybody knows corn's your favourite
Canada’s corn herbicide market is very established and extremely cluttered – but Bayer wasn’t part of the conversation. Awareness/consideration were rock bottom among farmers, and we needed to get their attention in a sea of sameness.
So we tapped into an emotional truth nobody else was talking about: farmers LOVE their corn. Canola’s more profitable to grow but nothing’s more satisfying than a towering cornfield nearly twice your height. We celebrated farmers’ enthusiasm and encouraged them to give their best crop our best protection. The result was a breakthrough campaign unlike anything else in the market.