Critical Advantage: A digital hub to give wheat growers the edge for Autumn

Brief

Following the devastatingly wet Autumn 2019, which was one of the worst in living memory for wheat growers, Bayer wanted to lend its full armoury of support to British farmers for Autumn 2020 to give them the advantage, whatever the upcoming season might throw at them.

Idea

A ‘Critical Advantage’ digital hub to give growers insight, advice and support on a wide range of topics ranging from drilling to soil health and crop protection strategies. Awareness of the hub was driven by print and digital advertising, podcast advertising, sponsored emails and a social media campaign.

Result

A successful integrated campaign with a destination digital experience at its heart executed in collaboration with partner agencies.