I Don't Plant Logos

Farmers did not have a reason to care about buying NK and had the perception that NK is an old brand or brand of the past. We needed to reinvent the NK brand with a campaign to focus on driving current and prospective customers to resellers. by giving them a reason to think that NK Seeds fit on their fields by using bold, attention-grabbing messaging that connects emotionally with farmers. Leaning into the “independent” farmer mindset to create a stronger emotional connection between the brand and its audiences. We also needed to dial up tone to position us more competitively in the cluttered ag space. All tactics laddered up to our new brand essence of "Empowered Independence."