Heritage Seeds is assertively taking on the northern Australian rural market off the back of its strong brand positioning developed by Melbourne based agency Zebra Direction.
Appointed in June 2016 as sole marketing and advertising resource, Zebra Direction has supported Heritage Seeds in delivering a strong and clear message to the agribusiness sector across all of its communications, promotions and advertising – through all channels.
On the back of the proposition that ‘every yellow bag supplies Australian farmers the confidence to grow’, Zebra Direction has utilised the companies iconic yellow seed bags as the core all all material, supported by the tagline “Grow with Confidence, Insist on the Yellow Bag”.
To further reinforce the message and build on the thematic – the use of the bright yellow splash colour combined with the black and white imagery (and fade out for TVC) provides a strong an memorable visual within an agrisector that often presents a consistent level of sameness.
Four targeted TVCs featuring direct farmer endorsement, supported by brand TVCs are currently featuring on Prime 7 across northern Australia, concurrently supported by a direct mail campaign to 21500 farmers.