Certified Seed

WestBred Wheat knew their seed dealers were not communicating to customers the benefits of certified seed varieties. We decided to help seed dealers start a conversation with their customers about the benefits of using certified seed, while educating them in an engaging and impactful way. The piggy bank personified the old way of saving seed, and was used to communicate the new technology of certified seed. Collateral pieces, microsite and videos helped keep the conversation going through all the brands channels. The campaign continued with direct mail sweepstakes and tradeshow experiential.

Store environment

Store environment utilizing AR display, dangler and floor decal. When “Save Yield Not Seed” is scanned or by visiting the URL, the interface offers a seed calculator and shareable videos to help educate customers by communicating the value of using WestBred Certified Wheat Seed as opposed to saved seed.

Pop-up direct mail sweepstakes comes with a magnetic dart for a unique surprise and a chance to win a branded regulation dartboard set. All reinforcing the ‘Make the Break’ theme.

Re-skinned certified seed page on brand website.

Tradeshow panels and custom pig race table brought the campaign to life in the tradeshow environment.

Custom race music got passerby attention while race time facilitated conversation around the table. Race participation give-aways included branded chocolate covered bacon and hats.

Agency: Brighton Agency
In collaboration with: Ian Sullivan copywriting, Steve Cox strategy, Adam Ross animation, Landon Zirkelbach development.