Uncovering why growers choose Pioneer

Remind Australian growers why they should choose Pioneer

Driven by family values, the company’s field representatives play an essential role. Directly supporting and sharing their broad knowledge with customers while supplying them with products that have been trialled and tested to perform in the toughest of conditions. We needed an idea that would represent the brand’s commitment to quality and Australian growers. The campaign had to highlight the value of Pioneer’s service as a whole and connect with our target audience on a level they would respect.

Highlight what growers gain from choosing Pioneer

Pioneer is known for producing a quality product, but for farmers, results can take time. The real value for them lies in family security. So instead of spotlighting the seasonal gains, we are shifting people’s focus to the long-term benefits you develop from planting a Pioneer seed.

Campaign idea

‘That’s why we choose Pioneer’ is an idea centred around four family-owned farms located throughout Australia. The series of compelling stories which document the workings of each farm reflects Pioneer’s commitment and cross-generational support from local Pioneer representatives.

Letting the magic happen

Each of the four farms featured in the campaign have a process, a personality, and a unique group of people turning their cogs. By syncing with the everyday workings of each farm, we were able to capture the sometimes-unpredictable moments to tell their organic, genuine stories.

In the moment observations

‘A genuine farm has no silver linings’ — this notion inspired the art direction for the campaign. A documentary-style was chosen to capture honest moments, allowing the viewer to feel part of each story while stabilising the truth behind the multichannel messaging.

Authentic testimonies

Real values, real results and genuine partnerships with the Pioneer representatives establish a raw and trustworthy tone of voice for the campaign. Through a series of questions directed at each of the growers, we discovered what matters most to farming families and how Pioneer has assisted them along the way.

A commitment to quality

Using the ‘that’s why we choose Pioneer’ campaign idea, we were able to showcase real farmers, their stories, and the day-to-day challenges that they face. Celebrating the individuality and authenticity of each grower’s experience with Pioneer, the campaign clearly shows Pioneer’s commitment to quality and Australian growers.