Brand Refresh

While NK Seeds offers a broad portfolio of corn and soybean trait technologies and genetics, many farmers and resellers are not aware of their current offerings. Even as farmers choose to diversify their seed strategy, managing risk along with their big brands like DEKALB and Asgrow — farmers often choose house brands over NK Seeds. This is in part due to lack of knowledge about their recent R&D investments as well as a prevailing perception that NK Seeds is a “brand of the past.” With this in mind, the client challenged us to develop a campaign that would create a meaningful connection between the NK brand and their farmer/reseller audiences to drive consideration.