Marty Sellmeyer Design
Marty Sellmeyer Design
Farmers did not have a reason to care about buying NK and had the perception that NK is an old brand or brand of the past. We needed to reinvent the NK brand with a campaign to focus on driving current and prospective customers to resellers. by giving them a reason to think that NK Seeds fit on their fields by using bold, attention-grabbing messaging that connects emotionally with farmers. Leaning into the “independent” farmer mindset to create a stronger emotional connection between the brand and its audiences. We also needed to dial up tone to position us more competitively in the cluttered ag space. All tactics laddered up to our new brand essence of "Empowered Independence."
Campaign hero ads.
NK Campaign Video One
NK Campaign Video Two
The campaign was then leveraged to tease and execute harvest data results to reinforce performance.
Harvest teaser video.
Harvest teaser posts and received yield numbers drove viewers to the brand landing page to receive more results relevant to their location.
Postcard templates were developed so data could be sent out promptly.
Campaign messaging and visuals were then leveraged to build anticipation and announce new products internally and externally for the upcoming season.
New product launch video.
Agency: Brighton Agency
In collaboration with: Ian Sullivan copywriting, Mike Kuhn video production.