National advertising campaign
Bayer CropScience is the UK’s leading provider of innovative crop protection solutions. In North America, however, they are also the number one player in agricultural seeds. In 2013, they appointed KISS to support the launch of their seeds business, spearheaded by a high-yield, disease-resistant oilseed rape called Harper.
The UK seeds market is a crowded and highly competitive sector. In order for the new brand to make an impact it was vital we created exceptional cut-through, to shift the marketplace’s perception of Bayer as simply a crop protection brand. The agency’s approach was to develop a print and digital advertising campaign that centred on the emotional benefits of choosing Harper oilseed rape as much as on the financial & practical aspects. The result was the “You’ll be glad” campaign.
The first execution, ‘Smiling Harvest’, debuted in the Farmers Weekly in the first week of January and was present in a wide variety of online and offline farming and agricultural publications throughout the winter season. KISS continue to work with Bayer CropScience, and have to date produced two further ad executions and a variety of marketing materials, including fact sheets, a brochure and event collateral for Cereals 2014.
“KISS nailed the key insight, differentiator and brand idea with great clarity, but equally importantly, demonstrated a class-leading approach to account and project management. The whole team is a pleasure to work with, and the positive chemistry within the team at KISS is obvious and infectious.”
Diana Rees, Marketing Communications Manager