For the Love of Seed

CANTERRA SEEDS

Services:
Marketing

Spreading the Love

CANTERRA SEEDS began with nine growers from across the prairies with a desire to bring new genetics to the Canadian marketplace. The company has since grown into a leading seed provider for Western Canada, acquiring, producing, marketing and selling a broad lineup of seed varieties.

The Opportunity

In 2016, Think Shift travelled across Western Canada to have kitchen conversations with farmers, shareholders and retailers about CANTERRA SEEDS in order to gain deeper insight into their opinions and attitudes about the CANTERRA SEEDS brand. We found that while CANTERRA SEEDS’ canola varieties have been the seed of choice among western Canadian Growers, their other offerings were not achieving the same level of success.

The Approach

In order to spread awareness for their entire seed lineup and to differentiate their brand from other seed suppliers in the market, we created “For the Love of Seed.” The humorous campaign shared the message that CANTERRA SEEDS grows the best lineup in Western Canada for a reason — they’re really passionate about seed!

To bring the concept to life, Think Shift put out a casting call to the local film and theatre community, then held auditions to find the right comedic talent for the campaign. What followed was a series of print ads, online ads, a video and a landing page, with each piece featuring a CANTERRA SEEDS rep expressing his love for seed.

 

The Result

“For the Love of Seeds” went on to win multiple awards, including:

The Canadian Agri-Marketing Association’s Best of CAMA awards

  • 1st place winner for Print Ad Single

National Agri-Marketing Association’s Best of NAMA regional awards

  • 1st place winner for Multimedia Campaign-Local
  • 1st place winner for Single-Page Ads, Series
  • Winner of Merit for Single-Page Ads, Single
  • Winner of Merit for Interactive Marketing Tools