Challenge
CF Fertilisers and their blue bags are iconic among British arable and grassland farmers – their reputation for quality earning them huge success. With a need to unify the brand and bring a clearer direction to marketing efforts, we were consulted to create a brand narrative and strategy, brought to life through comprehensive brand guidelines and new marketing campaigns for their lead products.
Solution
Working with the elements It was important not to undermine CF’s significant brand equity by pursuing an unrecognisable rebrand. Instead we worked with CF’s existing visual assets; clarifying, evolving, and strengthening. Spreading an inspiring message Our CF Positioning Statement plays a fundamental role in the evolved brand ethos, embodying everything that CF do. ‘Enriching’ is synonymous with nurturing soil and creating fertile land. When combined with ‘British Farming’ it represents a significant and beneficial contribution to the industry as a whole through all facets of their business. Unbeatable marketing Nitram is CF’s most popular fertiliser product and the natural standard bearer for their new marketing approach. Advertising across print and digital media presents a bold, confident and inspiring message. There is no need for gimmicks or arrogance – it is simply and positively affirming what farmers already know. We have since rolled out the approach across marketing for CF’s other leading products, with significant success. The company now manufactures over 1.5 million tonnes of products every year in the UK, equivalent to 40% of the country’s total fertiliser requirement
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