Heritage Seeds Takes On Rural Market With Agency Zebra Direction

Heritage Seeds Takes On Rural Market With Agency Zebra Direction

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.

 




Please login with linkedin to comment

Latest News

CRA Siren Award To Be Presented At B&T Awards 2024!
  • Media

CRA Siren Award To Be Presented At B&T Awards 2024!

After 20 years, Commercial Radio and Audio (CRA) will be revamping its Siren Award, with the trophy being handed out at this year’s B&T Awards! The Siren Award will be presented as the Best Use of Radio/Audio at this year’s B&T Awards, and marks a new approach for B&T and CRA aimed at reflecting excellence […]

Special Launches Second Iteration Of Virgin’s “Bring On Wonderful” Brand Platform
  • Campaigns

Special Launches Second Iteration Of Virgin’s “Bring On Wonderful” Brand Platform

The second installation of Virgin’s “Bring On Wonderful” brand platform, created by Special, has been revealed featuring the airline’s team members. The campaign was inspired by Virgin Australia team members demonstrating the ways they go above and beyond to bring joy to the flying experience. Like a viral video of a Perth baggage handler who […]

OMA & RSL Join Forces For ANZAC Day
  • Advertising

OMA & RSL Join Forces For ANZAC Day

The Outdoor Media Association (OMA) and RSL have once again joined forces in the spirit of mateship, partnering for the fifth consecutive year to encourage Australians to commemorate ANZAC Day. Lead image L-R: Geoff Noonan, QMS Queensland State Sales Manager; Jimmy Sullivan, Assistant Minister for Justice and Veterans’ Affairs; Elizabeth McIntyre, Outdoor Media Association CEO; Major […]

JOLT Appoints Former Vicinity Centres Alicia Proebstl As Group Sales Manager
  • Advertising

JOLT Appoints Former Vicinity Centres Alicia Proebstl As Group Sales Manager

JOLT has announced the appointment of Alicia Proebstl as its new group sales manager in Melbourne, driving out-of-home and digital advertising solutions for its growing Victorian and South Australian client base. In the role, Proebstl will be responsible for managing end-to-end media sales across JOLT’s Melbourne client base, while also growing market share and revenue. […]

NAB’s New Brand Campaign Flexes To Target Gen Z Via TBWA\Melbourne & Mindshare
  • Campaigns

NAB’s New Brand Campaign Flexes To Target Gen Z Via TBWA\Melbourne & Mindshare

NAB, together with TBWA\Melbourne and Mindshare, has unveiled the next iteration of the recently launched ‘Wrangle Your Money’ campaign. The new work is specifically tailored for Gen Z and is in response to young Australians feeling the ongoing cost-of-living crisis the hardest. Recent findings from ASIC reveal that 82% of Gen Z, in contrast to […]

“Intrinsically I’ve Always Had Giving At My Heart”: UNICEF’s Zunilka Whitnall On Making A Positive Social Impact
  • B&T Exclusive

“Intrinsically I’ve Always Had Giving At My Heart”: UNICEF’s Zunilka Whitnall On Making A Positive Social Impact

Zunilka Whitnall is a force to be reckoned with. The daughter of immigrant parents who desires to leave a legacy for her own children, Whitnall is passionate about evoking positive social change, not just financial. As the innovation, new products, and senior partnership specialist lead at UNICEF Australia, Zunilka cuts through the noise to achieve […]

AI-Powered ROI: The Retail Marketing Revolution
  • Partner Content

AI-Powered ROI: The Retail Marketing Revolution

In this op-ed, Jonathan Reeve, vice president of APAC for Eagle Eye, unpacks the power of AI for ROI in retail marketing. With AI, we’re on the verge of achieving retail marketing’s holy grail: true one-to-one personalisation. This is crucial because recognising the individuality of each shopper and delivering a custom retail experience that reflects […]

Partner Content

by B&T Magazine

B&T Magazine