Meet the Family
Seed Force – Canola

Announcing a new sheriff in town

Today’s growers often show strong loyalty to brands and they can be tough to switch. However, Seed Force’s range of canola have a proven track record of high performance, and their new and their and improved range wasn’t something that could be ignored.

The Challenge

How do we break into a well established market, with highly invested, well resourced and established players, fast? And how do we negate the high-cost aspect of sowing?

The Solution

We announced to the key target markets through a targeted ad campaign that Seed Force’s new range of canola TT hybrids have been bred using the same high performance genetic line as our competitors. Using our competitors products in our ads certainly isn’t normal, but it re-introduced Seed Force as a player and made the industry take notice.

The Results
  • Increased sales by 300% YOY
  • Raised Seed Force’s breeding credentials and capabilities in the market place, through association with the NPZ germplasm and RGT Planet Barley 
  • Provided resellers a sound alternative to the high upfront/risk of selling competitor Hybrid TT canola.
  • Cemented Seed Force’s new positioning of providing greater value to growers and resellers, using a strategy that didn’t enter into price war tactics or cut profit margins to achieve sales, awareness and adoption of the new range.