Advertising  | Marketing

FRONTIER was a fungicide that had been in use for a while but BASF was launching a new formulation and wanted to promote its use amongst brassica growers.

The campaign that followed came from the fact that Frontier-P is a pre-emergent herbicide, which means that brassica seeds will have far less competition from weeds after spraying, guaranteeing healthier growth. With words in the brief such as pre-emerging, healthier growth and young seedlings etc the idea of a farmer nursing his babies was central to our thinking. This was combined  with an annoubcement headline similar to that used with the birth of a newborn. ‘Baby Brassica Thriving, Farmer Doing Well’ was the final result.

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