Marketing for Agriculture – Supporting Agrii through the years
The essential seed marketing tool
Agrii are one of our longest-serving customers, working with them for over 20 years. We have been by their side through their many changes and evolutions, working with them to understand their industry and the needs of their customers to create effective marketing communications that really deliver.
One of the first projects we worked with Agrii on (originally Dalgety, through Masstock and to their current rebrand Agrii) was the annual Master Seeds Yearbook. The Yearbook is an essential piece of communication for Agrii and an indispensable resource for their customers. Featuring the best choice of seed varieties and comparing their characteristics, it allows Agrii customers to make informed decisions about which variety will produce the most profitable results for their business. The book also provides information about the support services offered by Agrii throughout their agronomy business.
The MASTER SEEDS YEARBOOK has been launched for 2018-2019 with a new cover design, coloured navigation index, graph data and essential figures from the Agriculture development boards in England and Scotland.
Exhibition design and support
One key area of marketing for Agrii is being able to talk to their customers face-to-face. Their customers are spread far and wide throughout the country, so they hold regular events at their regional iFarms to demonstrate their latest crop trials and talk through the agronomy aspects with their customers. We have worked with Agrii over the years to support these events by providing exhibition design and support literature.
They also often attend key industry events, such as LAMMA, Cereals event and The Fruit Show, where we work with their exhibition production company to create impactful, communicative graphics for their exhibition stand, often with some fun challenges such as working the design around the SoilQuest quad bike!
The latest EXHIBITION DESIGN FOR AGRII focussed on their SoilQuest precision agronomy offering, communicating the process of scanning the field and how the data is then mapped to provide the farmer with accurate data on where to control the levels of seed, fertiliser and nutrition to produce the most profitable crops. We also produced the graphics for their EXHIBITION STAND AT THE FRUIT SHOW aimed at communicating their agronomy support services to the fruit growing industry.
Developing strategic communications
Part of Agrii’s offering to their customers is to work with them to develop their farms into profitable businesses and provide them with the support they need to do so.As part of this approach, we have created strategic communications to enhance their support offering.
We designed the AGRII FORAGE AND LIVESTOCK DIRECTORY – a comprehensive directory of their services and solutions to support their livestock customers. The 84 page directory, with colour coded sections for ease of navigation and flexible page design template to accommodate the various styles of information. provides a wealth of information and guidance to the forage and livestock farmer.
The AGRII ART OF GOOD SPRAYING and AGRII GUIDE TO BUFFER ZONES swatch booklets we designed help communicate best practice in spraying and pesticide application to their customers, with information on best timing, application and technical data. The pocket-size format and gloss lamination makes these handy, hard-wearing booklets to be used as quick-reference guides for the farmer.
Creating corporate literature
Since the Agrii rebrand in 2012 we have worked alongside the Agrii marketing team to create a consistent look to their corporate communications. We like to think of ourselves as the ‘go to’ agency to solve a problem, whether it’s a quick turnaround poster, replacing a damaged roller banner or putting together an image for a presentation, the team at Agrii know they can rely on us to provide the best solution to fit their timings and budget.
When the brand was still relatively fresh we created the AGRII CORPORATE POCKET GUIDE to communicate their brand story and services, which was ideal to hand out at events to build their brand presence.
The AGRII SOUTH & NORTH BOOKLETS we designed pull together their complete offering in one comprehensive guide. The 28 page A5 brochures, follow brand guidelines and use creative graphics to communicate each of their business areas.
We also created their corporate WELCOME TO AGRII USB PACK offered to new customers to give them a full overview of their support services, including some digital content provided on a USB stick in the shape of the Agrii logo.
Supporting their key business areas
One of Agrii’s key business areas is their SoilQuest precision agronomy services, and when the business area was rebranded we worked with the SoilQuest team to create marketing communications to sell in the services to their customers. We created communications for each stage of the sales process. The offering can be quite complex and technical, so it was key to create clear yet interesting graphics to help explain the more technical aspects.
To help engage prospective customers at events we designed a six page SOILQUEST DL LEAFLET to explain the 3 levels of SoilQuest service. More in-depth SOILQUEST LITERATURE was created as an A4 folder with two-sided inserts with more technical information and a broader explanation to use during the face-to-face sales process, which could also be used to hold print outs specific to each customer’s business.
Along with our work for the SoilQuest team on the EXHIBITION DESIGN for their key events, we have more recently designed a comprehensive SOILQUEST BROCHURE with 20 pages of information explaining each of their services in detail. All created in time for one of their important events of the year.