Farmers use nitrogen fertilizers to boost crop production, a vital necessity to nurture a growing world population. Nitrate fertilizers are renowned to provide highest efficiency and lowest environmental impact. But driven by economic pressure, farmers are tempted to buy lower value urea-based products. Yara, a world leader in fertilizer production, decided to stop market erosion and stabilize sales of its premium products in Europe by a broad communication campaign.
We conceived an international communication campaign based on a simple and universal idea: overcome the perceived antagonism between environmental protection and economic performance. As a consequence, we created the « Pure Nutrient » label as a reminder of the agronomic efficiency of nitrates. We further created a « hero » farmer personality as the “face” of brand, pictured in all communication materials. A made-to measure image bank features thousands of pictures with farmers at work, portraying them as everyday heroes. A wealth of trustworthy, science-based agronomic contents on nitrate fertilizer use has been developed to position Yara as the thought leader. Core messages have been underpinned by a large spectrum of communication materials: digital animations, videos, ads, websites, apps, mailings etc.
We have developed and implemented the overall concept. We also managed the international steering committee with marketing managers and agronomists, meeting at regular intervals to review results and plan next steps. Based on the decisions taken by the steering committee, bb&b developed new contents and arguments and made them available in multiple languages.
The campaign has created a reference argumentation base in favor of nitrate-based fertiliz-ers. It has stabilized nitrate sales throughout Europe and stopped the market shifting towards cheaper urea. As a secondary outcome, the campaign has significantly increased the brand awareness for Yara.
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