Developing an emotive campaign

Brief

To support the launch of Bayer’s seeds business, spearheaded by a high-yield, disease resistant oilseed rape called Harper.

Idea

In the You’ll be Glad campaign KISS focused on the emotional benefits of choosing Harper oilseed rape as much as the financial and practical aspects.

Result

This highly successful campaign, which included various executions, ran for four years following its launch.