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Agrimarketing : April 2009
Multi-Media Campaigns—Local CLIENT: North Carolina Pork Council, Raleigh, NC— Deborah Johnson AGENCY: Lewis Advertising, Rocky Mount, NC—Phil Greer MESSAGE: Pork offers many varied benefits: as a healthy food source; economic boon to the state of North Carolina; medical contributions for heart disease, pharmaceuticals and burns, and is an environmentally friendly benefit for all of the above. AUDIENCE: Farmers and agricultural decision makers MERIT: Syngenta Crop Protection Canada, Inc. / Bos Toronto NATIONAL FINALISTS: Wyffels Hybrids / The Hondo Group DuPont Crop Protection / McCormick Company Bayer CropScience / Rhea + Kaiser Marketing Communications (2) DECCO, Inc. / Broadhead + Co. Iowa Soybean Association / In-house StollerUSA / The Hondo Group Multi-Media Campaigns—Regional CLIENT: Dow AgroSciences, Calgary, AB— Stan Audette AGENCY: AdFarm, Calgary, AB—Shelly Finlayson MESSAGE: Nexera canola offers higher value and has a stronger performance that goes beyond commodity canola. The purpose of this campaign was to demonstrate Nexera canola as a leader in their category. AUDIENCE: Nexera canola growers and potential growers in western Canada MERIT: Syngenta Crop Protection Canada, Inc. / Bos Toronto NATIONAL FINALISTS: Syngenta Seed Care / Martin Williams Advertising Syngenta Crop Protection Canada, Inc. / Bos Toronto Bayer CropScience / Rhea + Kaiser Marketing Communications Bayer CropScience / AdFarm (2) Farm Credit Services of Mid-America / Colle+McVoy Syngenta Seeds, Inc. / Campbell Mithun Multi-Media Campaigns—National CLIENT: AGCO Application Equipment Division, Duluth, GA—Chris Lund AGENCY: Bigelow Advertising, Atlanta, GA— Rick Radermacher MESSAGE: Tomake growers aware they can now buy for themselves the same sprayer the pros have been using in their fields for years. The campaign highlights those machine features that provide the most relevant benefits to a farmer considering purchasing his own sprayer. AUDIENCE: Professional farmers and growers MERIT: Pioneer Hi-Bred / McCormick Company NATIONAL FINALISTS: Bayer CropScience / Rhea + Kaiser Communications Pfizer Animal Health / Martin Williams Advertising (2) Cattlemen’s Beef Board / McCormick Company Merial / Bader Rutter & Associates Pfizer Animal Health / Martin Williams Advertising Pioneer Hi-Bred / McCormick Company New Product Introduction CLIENT: Land O’ Lakes, Shoreview, MN—Elena Lindemann AGENCY: Filament Marketing, LLC and Distillery Design Studio, Madison, WI— Ed Peck MESSAGE: AMPLI-Calf Technology is not only the first break-through in calf starters in more than a decade, it meets the expectations and goals of calf raisers (based on prior market research), helping increase calf starter intake, struc- tural growth, and healthy weight gain. AUDIENCE: Dairy producers, feed sales representatives, nutritionists, veteri- narians and industry media MERIT: AGCO Corporation / Snowden Tatarski NATIONAL FINALISTS: Bayer CropScience / Rhea + Kaiser Marketing Communications (2) Syngenta Crop Protection / Martin Williams (2) Monsanto / Osborn & Barr Communications Bayer CropScience / AdFarm Farm Credit of Western New York / Trout Design 42 Agri Marketing s April 2009
May 2009 Supplement