Challenge
We had to reach the “new” farmer. A generation which values process optimization and technology to maximize crop profitability and field growth. Who are modern, evolve constantly and are willing to innovate. That farmer who is no longer the one we all know, but is an improved and updated version.
Solution
The NK brand boosts the evolution of agriculture with development and innovation; always evolving to the best version, and never falling behind in its guarantee of performance and profitability. Within the big idea “Impulsando la innovación” (driving innovation), we relaunched NK Seeds in Argentina. The mass media campaign was inspired by human growth, adaptability and evolution. We made a direct comparison with NK scientists, who triumph each day, and NK products, which improve minute by minute to address the challenges in the field. WHY IT WORKED We rethought the traditional means of agriculture communications. By reinstalling the NK brand, we helped to reinforce its commitment to developing reliable hybrids and varieties with genetic precision and constant innovation. Which, in turn, allowed NK to provide technological solutions and convey the maximum expression of science, in a minimum expression of nature: its seeds.
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