The Challenge
Five years is a long time to keep a secret. Since 2021, thebox had been working alongside Syngenta to build awareness around crown rot and the threats facing broadacre cereal crops – all before a product even had a name the public knew. When Victrato finally launched, the campaign needed to do more than announce a product. It needed to shift the conversation from education to action, and focus on the season. The ask was clear: evolve the campaign, keep the momentum, and give growers a compelling reason to act now.
The Idea
The answer wasn’t to start from scratch, it was to build on what already existed. Growers had spent years being educated. Now they needed a rallying call. ‘Shield your Yield’ became the cornerstone of the next chapter: a campaign line with enough legs to carry the brand through multiple seasons, and enough clarity to land with a farming audience who’d heard every agricultural cliché going. The existing animation style was refined, maintaining continuity for audiences who’d followed the journey, while fresh footage and authentic grower testimonials brought a new layer of credibility to the campaign.
The Solution
We developed the ‘Shield your Yield’ Campaign Mark and Campaign Style as the visual and strategic anchor for the seeding season, then built out a full suite of assets from there. A TVC formed the backbone of the campaign, with tailored social variations targeting crown rot, root lesion nematodes, and a dual-protection version for broader reach. On-screen supers established the tone and visual language, while the updated CTA gave growers something specific to act on. Signage, crowd control barriers, social statics and video content, and a product page banner rounded out a campaign that showed up everywhere growers needed to see it.
The Last Word
What started as a molecule with a mission has become a fully-realised campaign with genuine traction in the market. The results are still coming in, but when you’ve spent years earning the trust of an audience, the conversation tends to land a little differently.
What We’ve Done
- Concept Development
- Strategic Planning
- Campaign Development
- Facilitation
- Design
- Merchandise
- Collateral
- Templates
- Signage Solutions
- Video Production
- Animation
- Television
- Digital & Social Media
- Copywriting
- Project Management