Nexera

  • Video Pre-Roll
  • Direct Mail
  • Print Ad Series
  • Digital Advertising
  • Radio
  • Brand Development
  • Media Buying
  • Strategy Development

For 2016, Dow AgroSciences launched a new campaign to support Nexera canola and increase grower confidence in the Nexera brand. The campaign challenge was to communicate a series of characteristics such as early season vigor, harvestability, yield performance and overall return on investment while providing as singular campaign look and feel that conveyed pride, success and prosperity. The new campaign was tasked with raising the profile of the Nexera canola hybrids, enabling the leading-edge genetics they possess to compete in the broader marketplace.

The new campaign was tasked with raising the profile of the Nexera canola hybrids, enabling the leading-edge genetics they posses to compete in the broader marketplace.

The strategy developed by AdFarm was to create an emotional connection to Western Canadian canola growers by evoking a relatable experience in visual, audio and tactile mediums. We took extra care to ensure that the smallest details were covered – from the target age demographic represented in the print ads to the real farm audio sounds heard in the background of the radio ads. The campaign hinged on sharing an authentic story that growers could relate to, and was designed to bring life to all of the things that happen on the farm during the canola growing season, from seeding through to harvest. The Nexera Profit campaign is considered one of the most successful campaigns for Dow AgroSciences in 2016.