Client: Seed Force

Planet Barley

RGT Planet Barley

RGT Planet, a class-leading European cultivar and provides the barley needed for many household beer brands, including Heineken, Carlsberg, Coors and Guiness. Because it has a strong agronomic package and superior yield potential, it’s a favourite for Australian barley growers. What’s more, Seed Force is the only Australian seed company who sells it.

The Challenge

Though the RGT Planet brand is a favourite for growers, there was a disconnect between its brand recognition and that of Seed Force. How could we leverage the brand recognition of the product to the retailer and reinforce the partnership?

The Solution

Seeing it as an opportunity to showcase Seed Force’s newly transformed brand identity. We created a TVC that ran on repeat for the majority of 2021 to capture as much awareness and reach as possible.

Further, to engage the key existing growers, we created a concurrent “I Grow Beer” promotional campaign across DM, eDM and social platforms, where we delivered thousands of items of Seed Force branded merchandise to our key partners. Not only to celebrate Seed Force, but to celebrate them, celebrate beer and reinforce the two brands.

The Results

Between June and August:

  • We increased RGT Planet harvest by 58% YOY
  • The TVC ran over 8,000 targeted regional TV spots
  • On social video, we received 1 million impressions with a reach of 500,000
  • We saw 17,000 website sessions from over 10,000 unique viewers