BE BOLD, GO GOLD CAMPAIGNAGRIGOLD
Challenger corn and soybean seed brand AgriGold had a strong legacy within Illinois, Indiana, Kentucky and Ohio, but wanted to continue to grow their presence in the Mid-South, Iowa, Nebraska and parts of Missouri. AgriGold tasked FLM Harvest with elevating their brand to the top tier of national seed brands. As the third highest market share company in seed, AgriGold and parent company AgReliant Genetics saw a unique opportunity to connect with growers looking for an alternative to the larger national brands without sacrificing performance on their acres.
To provide AgriGold the megaphone necessary to increase brand awareness beyond their legacy markets while strategically managing their advertising spend, FLM Harvest targeted only growers with 1,500+ corn acres who would benefit from AgriGold’s direct-to-farmer go-to-market strategy.
FLM Harvest created an integrated campaign that solidified the premium experience growers enjoy working with AgriGold corn specialists and planting high-performing AgriGold seed hybrids. We targeted growers with highly regionalized “Be Bold. Go Gold” campaign communications down to the ZIP codes via our media partners. Tactics included publication inserts, paid display ads and keyword search terms.
The first six months of our campaign saw a 62% increase in the perceived value of the AgriGold seed brand based on online queries.