A confident, multi-channel campaign combining a strong headline and clean art direction with a refreshing idea for a direct mailer

Brief

Bayer asked us to help communicate to growers and agronomists the news that the UK’s leading wheat fungicide had been approved for use in barley.

Solution

As the UK’s no. 1 fungicide, this campaign could afford to be confident. We created a highly distinctive campaign with a stripped back art directional style, featuring a single sheaf of wheat morphing into a single sheaf of barley. This simply and elegantly illustrated that that the product growers trust for wheat would now be available for a second crop.

In parallel, a partnership was formed with a farm-based gin distillery and mini bottles of bespoke barley gin were sent to hundreds of Bayer’s most valued growers, with a competition on social channels to name the gin and win a batch of personalised bottles for their farm.

Result

We worked closely with our media planning partner to book specials including front cover outserts, cascades and u-shaped ads which worked seamlessly with the creative idea, alongside a roll-out across digital advertising and social media.

The campaign successfully stood out within a crowded market, successfully reinforcing Ascra as the UK’s leading fungicide in both wheat and barley. The gin giveaway at Cereals received much attention from visitors to the Bayer stand and resulted in a high level of engagement with the competition.