Certis have beaten off tough competition to be one of six crop protection companies shortlisted for the best marketing campaign category as part of the Agrow Awards 2016.
Designed to honour individuals and companies who have achieved high standards in the crop protection and agrochemical industry, the awards are fast becoming a prestigious event, attracting entries from world leading companies.
Certis Marketing Manager, Nathan Whitehouse explains, “Our application for the category focused on the marketing strategy and campaign implemented to bring Sunfire and System 50, our straight flufenacet cereal herbicide, to the market last autumn.
“The challenge we had with this product was people not seeing it as a ‘new’ herbicide due to flufenacet previously being used in a number of mixture products. There was the assumption that people knew what the active was and its potential, leading to a potential risk of people dismissing the value of a straight product,” says Mr Whitehouse.
He explains that the marketing strategy identified the need to design a campaign with a direct approach targeting key influencers, mainly agronomists, in a relatively new market sector for Certis.
“We developed an integrated campaign that looked at several dimensions to deliver our key messages, and took a fresh look at the product, particularly looking at the opportunities around new digital media.
Certis’ virtual trial hub was designed as a tool specifically for agronomists, as part of this campaign. “The hub allows direct comparisons between trial plots from last season, to assess levels of blackgrass control from a variety of pre and post emergence treatments with different stacking options, through the use of video and photography footage.
“This is a great resource for the key target audience. It’s a great honour for the company to be recognised for our innovative approach, and shortlisted for this award,” says Mr Whitehouse.
The Agrow Awards ceremony is to be held on the 21 September at Banking Hall, London.