Engagement: 6+ years
- Brand strategy and development
- Advertising, literature and direct mail
- Research and strategic planning
- New product introduction
- Video production
- Branded editorial
- Photography, animation and illustration
Sunflower has been a leader in the tillage tools segment for decades. With the broadest product offering and unmatched design and construction, Sunflower tools are the first choice of farmers everywhere.
Yet, as is common with older leading brands,Sunflower’s message was in need of refocusing to stand out in an increasingly crowded marketplace. Our task was to add new excitement to the brand and, at the same time, tell a both scientific and practical story about Sunflower’s extensive lineup of tools.
The moment of real insight came while hearing a speech from a member of the marketing team. He bemoaned that tillage tools were often regarded in a less favorable light than more “sophisticated” combines, tractors and sprayers. He said he was tired of hearing tillage called “dumb iron.”
And he’s right. Tillage is an essential task that does everything from controlling weeds to prepping a seedbed to slowing erosion. It’s not even remotely dumb iron.
And that was our mantra: Tillage Matters. We spread this message in a variety of formats. We created a publication called Performance Tillage that presented and discussed the whens, hows and whats of doing tillage right. We deployed all manner of ads, direct mail and merchandising materials proclaiming just how essential tillage is. Finally, we created an annual report on Tillage Practices aptly named Tillage Annual.
Sunflower literally let us show we weren’t afraid to get down and dirty in order to craft a great message. And that made all the difference.
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