Traditional brand advertising celebrates the product, perhaps how it saves the day (or captures the moment or removes the stain or protects the experience… you get the idea) for the otherwise-helpless consumer. The brand is the hero, and the customer is grateful.
The people at Syngenta see the world differently. They realize that their customers are the foundation of their success and the reason they have become one of Canada’s strongest agri-businesses. So when Syngenta planned a corporate brand campaign, they wanted to celebrate what matters most. And no question, it would be all about the growers they serve.
What matters most?
“Keller Farms is the largest irrigated farm in Canada. Globally, our products feed millions; locally, our business helps employ thousands. Syngenta is a huge part of my operation. The research they do around the world helps us to keep growing here.”
Credit: Syngenta Canada What Matters Most ad, featuring Mark Keller
To bring the campaign to life, we spoke with a diverse array of Syngenta customers across the country. The resulting campaign tells stories about these growers’ lives, priorities and “what matters most” to them in terms of their farm operation—as well as how Syngenta helps address their unique needs and actively supports their business.
Campaign elements executed so far include:
- Six grower stories appearing in leading agriculture trade publications (single- and double-page spreads)
- Banner ads running on a daily agriculture email newsletter and on the Syngenta website that allow interested readers to click through to a landing page that tells the grower’s full story
- A marketing automation-driven email campaign for interested growers that shares brief highlights and clicks through to the full story
When Syngenta planned a corporate brand campaign, they wanted to celebrate what matters most. And no question, it would be all about the growers they serve.
Feedback has been so positive that Syngenta quickly decided to extend the campaign, with four new executions slated for next year. A related social media campaign is also in the works.
Real people with real stories. That’s what matters most when creating an authentic connection between Syngenta and their customers.