Pioneer

Reenergizing an icon.

Challenge

Founded in 1926, Pioneer is one of agriculture’s most iconic brands. We needed to create a campaign that signaled first to our sales channel, and then to our customers, that Pioneer is much more about the future than the past.

Solution

By orchestrating communications to our sales representatives and then directly to farmers, we helped refresh and reinvigorate the Pioneer® brand. The integrated campaign included direct mail, multiple podcasts, a website, TV, radio, print and digital.

Respect the audience

Before telling farmers that Pioneer had changed we needed to acknowledge that farming had changed, too. Today’s farmers are astute businesspeople who run enterprise-level operations in the most complex industry on earth.

Demonstrate our credentials

We wanted to show Pioneer’s commanding role in R&D advances at a glance, instantly and impactfully.

A website like they’ve never seen

To showcase a reenergized Pioneer, we reimagined what an ag website could be. We created a website heavy with computer graphic imagery to take farmers behind-the-seeds to learn about Pioneer’s game-changing R&D.

Demonstrating authentic understanding

 

The Pioneer brand is part of Corteva Agriscience. As a company, Corteva has a lot to say about how the organization is constantly changing and innovating. But Corteva also recognizes how farm life has changed. So, we created a podcast to discuss just that: “The Growing Debate.” Right now, it is the most honest and insightful discussion on the unique challenges modern farmers face every day.