Acadian SeaPlants knew they needed to cover every angle of Toggle® - a new biostimulant that helps growers produce higher years in row crops - in order to catch the attention of potential U.S. customers and boost sales and profit for the company. So they turned to McD to help build the brand and share the story of their product with corn, soybean, and potato growers.
Because this was a brand new program, McD started with concept testing, making sure targeted growers understood the program and that it delivered a solution they desired. We helped develop the name, logo and slogan concepts and developed product labeling. Then, we continued building their brand with a product launch at farm and ag/chem shows and a public relations campaign (complete with new research findings, case studies and white papers).
McD created an extensive print and digital media strategy to launch Toggle to growers. Direct mail campaigns were also developed and timed before two key shows: Commodity Classic and The Farm Progress Show. This resulted in 13 new trial plots from interested farmers and numerous leads after each show.
“I’ve found the agency to be exceptionally fast, smart and creative. Without a lot of structure (and sometimes little to no framework from our client side), Randy and the McD team have cobbled together some really great programs. Each member of the McD team is talented and very receptive to feedback. Plus they have enough experience to hear a request and translate it into something that works for the creative. This allows for a far stronger and more elegant result. Having an agency that ‘gets it’ AND is responsive to client feedback helps us build a portfolio of work that drives massive value for our internal customers but also supports the confidence of our business partners. Plus it’s fun to work with this agency. It’s a savvy, witty group of people and it makes even the tough projects ‘easier’. We created a teaser mailing for our first Farm Progress show with the Toggle product. The piece asked growers to come by our booth for a free mobile charger. We all worked as a team to come up with the premium idea (the power up concept tying to power where you need it … in this case for your cell phone — in a very smart way) and the card was a wild success.” - Cali Tanguay, North America technical marketing manager for Acadian
McD has continued to help promote the Toggle brand through powerful customer testimonial videos. These shared experiences show firsthand how Toggle has helped farmers grow and improve their business and profit potential.
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