Bayer CropScience is the UK’s leading provider of innovative agricultural solutions, changing the world through its commitment to precision farming, cutting-edge crop protection products and hybrid oilseed rape varieties.
New brand for a new market
The company’s entry into the UK seed market through its InVigor brand required an advertising strategy with a compelling emotional proposition at its heart, in order to cut through the more functional messaging common to the industry, and capture the essence of the brand.
You’ll be glad
The ‘You’ll be glad’ campaign was crafted to articulate the feeling that farmers experience when their choice of crop performs well, and was executed across all media touchpoints, from print and digital advertising to social media and exhibition stands, for maximum impact.
We went on to develop a full suite of InVigor brand collateral that rolled the brand campaign out across Europe.
Joined-up thinking and integrated comms
Over the years this account has grown to take on an ever-expanding range of integrated activity including Bayer's corporate, maize, insecticide and fungicide divisions.
Through an expansive and resonant thought-leadership campaign across key media titles including Farmers Weekly, Farmers Guardian and CPM, Bayer was positioned as a leading voice within the UK agriculture industry. Our integrated approach has ensured we deliver Bayer’s key messages across the different brands, products and multiple channels, while resonating with our target audiences in a meaningful way.
This ranges from Twitter campaigns and competitions to informational videos and gifs, alongside well over 100 pieces of media coverage that have collectively achieved an audience reach of more than 5 million.
KISS nailed the key insight, differentiator and brand idea with great clarity, but equally importantly, demonstrated a class-leading approach to account and project management. The whole team is a pleasure to work with, and the positive chemistry within the team at KISS is obvious and infectious.
Marketing Communications Manager, Bayer
Corporate advertising campaign
In tandem with this was the creation of the Future Farmer corporate advertising campaign, which shifted perceptions of Bayer by bringing to the fore its spending on innovation, its commitment to farming investment and its future thinking. This campaign clarified Bayer’s corporate offering and highlighted the value it adds to the industry.
Our work with Bayer has provided a showcase of truly integrated communications, with joined-up thinking executed across multiple touchpoints to bring its brand to life and help shape its customers’ experience.
Our work with Bayer has provided a showcase of truly integrated communications, combining public relations with content marketing and advertising. This joined-up thinking has been executed across multiple touchpoints to bring its brand to life and help shape its customers’ experience.