In 2013, Bayer appointed KISS to support the launch of its UK seeds business, spearheaded by a high-yield, disease-resistant oilseed rape variety called Harper.
Developing an emotive campaign
The UK seeds market is a crowded and highly competitive sector. In order for the new brand to make an impact it was vital that we created exceptional cut-through, to shift the marketplace’s perception of Bayer as simply a crop protection brand.
The agency’s approach was to develop a print and digital advertising campaign that centred on the emotional benefits of choosing Harper oilseed rape as much as on the financial and practical aspects – the ‘You’ll be glad’ campaign.
Print adverts and an infographic were designed by KISS to promote Dodger and Fencer, another variety in Bayer’s new high-yield varieties, alongside an animated advert for use online. KISS also produced a variety of marketing materials, including factsheets, a brochure and event collateral for the industry trade show Cereals.
The first advert, ‘Smiling Harvest’, debuted in Farmers Weekly in the first week of January 2014 and ran in a wide variety of online and offline farming and agricultural publications throughout the winter season.
In order to execute an integrated approach, KISS was subsequently asked to handle the PR and social media for InVigor, running in tandem with the advertising campaign. The task was to increase awareness of InVigor further through the UK trade media and across social media platforms, as part of a fully integrated media campaign, which utilised expertise across the agency’s marcomms team.
The first of these activities was a thought-leadership programme, which involved the agency team delivering a workshop to generate a raft of ideas and angles that would position the InVigor team as informative, insightful and expert on industry issues. The ideas generated proved invaluable in driving a content marketing approach – spinning out content across the media and owned channels, such as web and social media.
We have also executed social media campaigns for InVigor, including a competition that challenged growers to tweet their oilseed rape establishment tips using the hashtag #FitFastStrong. The competition received more than 40 entries and boosted engagement with target audiences around a key time in the oilseed rape growing season.
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
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.