Pioneer built its reputation on corn seed and to this day continues to be viewed as the leading Australian corn seed company. Pioneer brand corn hybrids are developed from leading and diverse sources of corn seed genetics. Pioneer delivers more hybrid choices that target specific end-uses than any other seed company in the industry – high yielding agronomically sound hybrids that growers want to plant. All Pioneer food-grade hybrids are characterised for traits that food processors demand, such as kernel texture, colour, size, and rot resistance.
The goal of the 2016 corn campaign was to communicate why Pioneer has the leading position as the corn seed of choice for farmers. Pioneer wished to distinguish themselves by focusing on the benefits Pioneer offers its customers and not just the features of the products. The overall objective was to cement Pioneer corn’s identity as a brand-leader, trusted product and an out-standing performer.
The creative team agreed that we needed to talk to the “new breed” of farmers who will influence others. They are well educated and open to implementing changes in their operation to ensure they are leading the way. They are also open to new technologies, are savvy business people and are loyal and extremely passionate about what they do. Our concept communicates that Australian farmers trust and depend on Pioneer corn seed – better choices lead to better yields and better choices start with Pioneer hybrids.
The underlying tone of the campaign portrays Pioneer as a stable, youthful and supportive partner who is easy to talk to, confident and “real”. Not a faceless corporation, but a company run by real Australian’s who acknowledge and understand the challenges customers face and provide real solutions.
: Campaign strategy
: Script development
: 30sec TVC
: Press advertising
: Drone footage
: Digital banners