Brand Marketing
Corteva Agriscience

Pioneer brand ‘busts through’

Spirited new campaign invigorates iconic seed brand

Pioneer® brand products have been relied on by Canadian growers for 75 years - but like any historic brand with a long legacy in the market, it needed to refresh and evolve to connect with the ‘future-oriented’ farmers of today.

Canada’s leading pure-play agriculture company, Corteva Agriscience, tasked FHR with shifting the perception of the iconic seed brand. Recognizing modern farmers for the innovators and trailblazers they are, we developed ‘Bust Through’ - a spirited new campaign about putting doubters in their place.

In farming as in life, there’s no shortage of people who say, “that won’t work” and “you can’t do it that way.” However, Pioneer and their customers have never been ones to back down from a challenge. They’re about blazing their own path forward and breaking through to new frontiers to grow further than ever before.

To communicate this maverick spirit, our integrated 360 campaign used black and white photography to amp up the intensity and help the brand standout against the competition. In the ads, the wry smiles on the face of our heroes speak volumes: it’s a look that says, "we know something you don’t." Heads cocked to the side and glancing over their shoulder, our farmers look back as they leave the doubters in their dust.

Launching across the country at the onset of the 2020 fall harvest, the creative "busted through" the well-worn norms in agricultural marketing, helping invigorate the iconic Pioneer brand in Canada.

Spirited new campaign invigorates iconic seed brand

Pioneer® brand products have been relied on by Canadian growers for 75 years - but like any historic brand with a long legacy in the market, it needed to refresh and evolve to connect with the ‘future-oriented’ farmers of today.

Canada’s leading pure-play agriculture company, Corteva Agriscience, tasked FHR with shifting the perception of the iconic seed brand. Recognizing modern farmers for the innovators and trailblazers they are, we developed ‘Bust Through’ - a spirited new campaign about putting doubters in their place.

In farming as in life, there’s no shortage of people who say, “that won’t work” and “you can’t do it that way.” However, Pioneer and their customers have never been ones to back down from a challenge. They’re about blazing their own path forward and breaking through to new frontiers to grow further than ever before.

To communicate this maverick spirit, our integrated 360 campaign used black and white photography to amp up the intensity and help the brand standout against the competition. In the ads, the wry smiles on the face of our heroes speak volumes: it’s a look that says, "we know something you don’t." Heads cocked to the side and glancing over their shoulder, our farmers look back as they leave the doubters in their dust.

Launching across the country at the onset of the 2020 fall harvest, the creative "busted through" the well-worn norms in agricultural marketing, helping invigorate the iconic Pioneer brand in Canada.

while you're here...

More Client Work

Explore some of our most recent work across communications, digital and social, public affairs, brand marketing and more.

TANT QU’À ÊTRE ICI

Découvrez nos autres réalisations

Découvrez nos plus récent mandats en communications, en communications, en numérique et médias sociaux, en relations publiques, en image de marque et plus encore.

No items found.
News & Opinions

Read our latest industry commentary or learn more about FHR culture.