Bayer Bayer

National Advertising Campaign

Bayer CropScience briefed KISS to develop an integrated press, print and digital campaign to launch its seed business in the UK.

THE CLIENT

In 2013, KISS won the seed work for Bayer, the UK’s leading provider of innovative crop protection solutions, thanks to our strategic approach and fresh thinking.

Our Challenge

To successfully launch Bayer oilseed rape seed brand InVigor into the UK market

To establish Bayer as a competitor in a crowded marketplace

To develop press and online advertising for key agricultural titles

THE KISS SOLUTION

As KISS had no agriculture experience, prior to the pitch we did what we always do when we pitch for new business: immerse ourselves in the world of agriculture and farming. We spent a lot of time really trying to get under the skin of the sector, interviewing farmers not only about OSR but about their hopes and fears for the future, their use of different media and their views on different suppliers etc. We also visited trade shows and completed an extensive competitive review.

The strategy we developed was based on trying to push Bayer seed up the benefit ladder to establish an over-arching emotional proposition. When talking to farmers, we found there was a really rich emotional vein to be tapped. While farming today is a science, farmers are bombarded with functional messaging about products, and standing out in this clutter is really hard. We wanted to establish a bigger thought for InVigor as Bayer’s seed power brand and developed the campaign around the joy/satisfaction farmers feel when a crop performs well.

The thought – ‘you’ll be glad’ – was then developed across all media touchpoints from print advertising, digital, social to printed collateral and exhibition stands. The campaign has been running for three years now.

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.

Diana Rees

Marketing Communications Manager

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