BuildING a new seed brand from the ground up
The Next Way To Buy Seed Is KNOW
Syngenta envisioned a seed buying experience that would turn the industry on its ear, and partnered with Rooster to bring it to life. We guided the Syngenta team on a journey to define the brand personality, positioning and target audience.
Our work uncovered a gap in the marketplace, identifying the opportunity for GHX to be the brand that stood for knowledge in a product category where it’s nearly impossible to find a unique value proposition.
Brand Identity / Product Launch / Creative Campaigns / Brand Activation / Events / Video Production / Media / Public Relations
Rooster translated strategy into artistry, developing a brand identity and launch campaign that reflected the cutting-edge GHX experience.
GHX marked the spot at our Commodity Classic brand activation, where farmers could interact with the brand and the team ready to help turn their data into profitable decisions.
Our team delivered a strategic pre-, during and post-show media plan that included targeted digital display, geofenced ads to attendees, digital out-of-home, sponsorships and hotel takeovers.
We provided messaging strategy, media outreach, onsite media coordination and post show follow-up, making GHX the seed brand with the largest editorial share of voice for a two-week window around the show.
Ongoing digital communications, printed collateral and merchandise kept farmers and seed sellers engaged in the GHX experience.
“Rooster was a valuable partner in the successful launch of GHX. From partnering on the initial brand strategy to building the brand experience and driving a differentiated campaign, they helped us kick off the brand with a bold and standout awareness-driving plan.”
Kelsey Hart / Omni Integrated Marketing Manager / Syngenta
