Insisting on a more confident approach to selling seed
AGENCY: Zebra Direction | CLIENT: Heritage Seeds | RESPONSIBILITIES: Concept Development, Strategy, Copywriting,
Art Direction & Finished Art.
Heritage Seeds is leading Australian seed company. Their high quality seed, backed by world leading R&D has placed them as a true leader in their field. However, at times, promoting this in a marketing and advertising sense had fallen short, leaving gaps not just in sales but also in marketing processes. In answer, Zebra Direction, who I worked for, was asked to add a handle to the Heritage Seeds brand, so that seed sellers and buyers could finally grasp the messages Heritage Seeds were trying to promote. What was born and affixed was a new strategic positioning focusing on 'confidence', coupled with a call to action that insisted on making a better choice. The result not only lifted sales and invigorated employees, but challenged Australia's primary producers to adopt better farm inputs.
As the lead creative, I developed multiple approaches in answer to this brief, presenting the options in a 'pitch' style creative presentation. The chosen concept, which focused on the company's brand colour and unique seed bag, was then developed and implemented across the marketing set, under my guidance, seeding it in place for future use. Finally Heritage Seeds had been supplied the handle they needed and the confidence to attack the market using a much stronger, more memorable and bolder message.