Case Studies
Jones and Thomas Helps AgriGold's GIANT Corn Hybrid Stand Out from the Competition--and Win Agri-Marketing Product of the Year Award
AgriGold
GIANTS
Situation:
AgriGold, a leading seed corn provider, developed a line of genetically enhanced, high-performing hybrids that, in the field, were outperforming most other products on the market. As a result, this line of hybrids needed to be differentiated from the other AgriGold products and stand out to potential new customers.
Primary Goal:
Create a unique identity for this product line that would position it above and apart from other hybrids on the market. Then use this positive brand identity to create immediate interest and trial.
Marketing Solution:
Jones and Thomas began by creating a brand identity for the product lineup. “GIANTS” communicated the unique advantages of these hybrids, and the large footprint created as the visual identity communicated this concept forcefully and immediately.
To introduce the GIANTS line, Jones and Thomas developed an integrated marketing program, consisting of:
- Print and online advertising
- A GIANTS sub-site, which was a part of www.agrigold.com
- Promotional videos for the first three GIANTS
- A variety of creative elements that could be incorporated into product literature, signage, and other marketing efforts
Results:
GIANTS hybrids have sold out every year since their introduction, and the identity is currently being expanded into new hybrids for 2011 season. In addition, the GIANTS line of hybrids and its marketing communications campaign were named 2010 Product of the Year by Agri-Marketing News, a leading industry publication.
Highlights
Brand AgriGold's new high-performing line of corn hybrids.
Jones and Thomas created a brand identity for the product lineup: GIANTS.
Launched the brand with an integrated marketing campaign including print and online advertising, web site, and other creative elements.
GIANTS have sold out every year since their introduction.
Named the 2010 product of the Year by Agri-Marketing News.
Services
Brand development, creative strategy and planning, audio/video production, web site development, content management system