FS
Seed
THE CHALLENGE.
In the world of ag marketing, differentiation is hard to come by. For some time, the people at FS Seed had struggled to distinguish their offerings from the competition’s. As a result, brand preference and sales had steadily declined.
FS is a regional seed producer based in Bloomington, Illinois. Their flagship products, InVISION corn and HiSOY soybeans, are available exclusively through FS co-ops. This put them in the unenviable position of looking like a sub-par “house brand.”
Our task was to build the FS brand so that growers respected it, trusted it—and ultimately bought it.
The Solution.
We hit farm country, chatting firsthand with actual growers. We picked their brains about what they liked—and didn’t like—about the seed business. The insights we gained were fascinating. First and foremost: all modern seed is pretty darned good.
Farmers know they can trust seed. But people? Not so much.
As such, our recommendation to FS was clear: Stop talking about seed and start talking about people.
Every FS co-op employs trained crop specialists. They’re not just salespeople—they’re trained and certified experts who work to understand the unique challenges presented by every acre on their customers’ farms. By leveraging these seed advisors, we could turn the co-op model from a weakness into a strength.
The Results.
The message immediately resonated with farmers. In our first two years of partnering with FS, their flagship corn and soybean brands’ sales reached all-time highs.
The Deliverables.
Marketing Strategy
Variable Direct Mail
Paid Media (Social, Digital, Streaming, Outdoor, Radio, Print)
Product Guides
