Agribusiness marketing communications for Syngenta’s spring barley

CLIENT: Syngenta

SECTOR: Agriculture

SCOPE: Advertising | Marketing Communications | Promotional Merchandise

Helping to grow and maintain Syngenta’s spring barley market share across the UK and Ireland was the challenge for our team of agribusiness marketing experts. Spring barley is the second largest arable crop in the UK, the majority of which goes into the malting chain. Heritage, trust, and loyalty are the key qualities at the heart of the Syngenta brand. GWCM’s agribusiness creatives worked to ensure key USPs ran prominently through a range of marketing collaterals including advertorials, pull-up banners, and flyers to build and sustain the campaign.

Syngenta’s malting barleys account for more than 650,000 tonnes of seed sales that go on to produce over 1.6 billion pints of beer. In order to communicate this success further and reinforce the consistent performance of their malting Barley varieties, an educational fold-out sales presenter was designed to showcase Syngenta’s wide product portfolio. With over 30 years of malting barley experience, the pack brought together 5 of Syngenta’s most popular varieties, under the ‘Malting Barley Excellence’ umbrella, helping to highlight their strong heritage and reliance. Promotional branded merchandise such as sets of coasters and glassware were also developed, all helping to support the loyal consumer base and a reminder of the quality of both new and past varieties.

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