The goal: transform CROPLAN into a contemporary, cool and with-it seed brand, while positioning ag retailers as the premier destination for seed purchases. To capture attention, the creative strategy leveraged CROPLAN’s distinctive red color, shield and daring voice. The campaign encouraged a bold, fearless approach, resonating with the brand’s shrewd, commonsensical, determined and calculated personality traits. The results: in a category filled with parody and wholesome, safe creative, CROPLAN stood out as "Anything But Typical".
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