Unity
Seeds
THE CHALLENGE.
Unity’s seed was strong. Their brand, however, was not. After years of mismanagement and poor results in the field, the Unity name was neither respected by farmers nor feared by the competition.
With new ownership at the helm, Unity’s seed quality had improved. In fact, it was outperforming most other major brands. However, sales remained lethargic. As such, Unity needed more than a new ad campaign—they needed to regain the trust of the American Farmer.
The Solution.
Unity isn’t “Big Ag.” In fact, they’re just the opposite. From their headquarters in Lafayette, Indiana, they serve a breed of customer that’s all too rare: the independent farmer. For the most part, Unity’s customers do things the old-fashioned way—working family-owned farms as small as 10 acres.
We worked hand-in-hand with Unity’s marketing team to refresh the brand in a way that mended fences with miffed customers and stemmed the tide of negative perception.
For three years, The Flatland breathed new life into the Unity brand, annually crafting a complete marketing initiative that included direct mail, product catalogs, posters, digital campaigns, and more. At every turn, we celebrated the American family farmer.
The Results.
More than just “a new look,” the refreshed brand struck a chord with growers. In our first year partnering with Unity, the average customer order grew by 30%, while sales to first-time buyers increased by 8%. Overall sales increased by a whopping 78%.
The Deliverables.
Brand Development/
Positioning
Marketing Strategy
Direct Mail
Digital Advertising
Product Guides
Traditional Advertising
