Educating Growers About New Products
See how Archer Malmo raised row crop growers’ awareness of a new product and helped generate business results for Yara North America.
Challenge
For several years, we’ve partnered with Yara North America to promote their flagship products. When they launched YaraVita® PROCOTE™, a revolutionary and patented oil-based micronutrient coating product, we were tasked with making growers aware of how it would help them.
Solution
The key differentiator for this product is the composition of the liquid coating. We had to connect with the right audience and let them know that YaraVita PROCOTE translates to uniform coverage, custom blends, and complete nutrition — factors that can make a big difference in their yields. Leading with the message, “YaraVita PROCOTE Has You Covered,” we targeted row crop growers near PROCOTE retailers in twenty states.
Results
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