Real? For real.
CHALLENGE
Dyna-Gro® Seed faced a perception problem: despite strong local performance, growers often reserved their best acres for more established brands. Without a clear identity or repeated trials, Dyna-Gro Seed risked being seen as just another option rather than a serious contender.
Market insight revealed a deeper truth: not every acre is the same. Growers allocate their “premium acres” to dominant seed brands, while other acres call for different solutions. Meanwhile, advertising norms continue to portray farming as pristine, flawless and idealized.
The “For Real” campaign rejected the polished fantasy of farming, embracing the realities of unpredictable weather, shifting conditions, and the grit it takes to succeed. Celebrating growers’ resilience and authenticity, Nutrien Ag Solutions® positioned Dyna-Gro Seed as a top performer and the brand that truly understands life on real acres.
OBJECTIVE
The campaign aimed to drive both attitudinal and behavioral shifts, strengthening Dyna-Gro Seed's differentiation and establishing it as a credible, authentic alternative to larger seed brands. The goal was to move growers from skepticism to trust by showing that Dyna-Gro Seed is bred and tested for the realities of farming, not idealized conditions.
Strategically, the campaign focused on building brand awareness in key regions, equipping Nutrien Ag Solutions retail teams with stronger sales tools, and engaging growers across multiple touchpoints. The goal was for growers to recognize themselves in the campaign’s message and take meaningful action by visiting SeedYouCanTrust.com, connecting with crop consultants and choosing Dyna-Gro Seed for more of their acres.
The results:
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90%programmatic video view-through rate
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7.53%click-through rate on display ads
Target Audience
The campaign targeted growers across the Cornbelt, East and South, each with different crops and conditions but a shared mindset. These growers balance seed company promises with field realities, remain skeptical of hype and protect their best acres for trusted brands, making credibility essential.
By narrowing the audience, Nutrien Ag Solutions focused on growers most likely to expand their use of Dyna-Gro Seed rather than simply test it. The strategy emphasized depth over breadth, concentrating resources where authenticity and performance would have the greatest impact.
Targeting extended across traditional and digital channels, ensuring growers encountered the same authentic message wherever they engaged, whether on the road, in the field or online. This precision delivered stronger engagement and aligned investment with opportunity.
Craftsmanship AND ORIGINALITY
The craftsmanship of the “For Real” campaign centered on the contrast between artificial perfection and real-world farming. Visuals paired glossy, AI-like fantasy images with authentic photography from real trial sites, while audio used a robotic voice to highlight unrealistic promises before shifting to the grit of real farming. The stripped-down, confident copy was anchored by the line, “Dyna-Gro Seed. For real.”
The campaign broke from category norms, replacing product-heavy ads with a tone of fresh honesty. Farm Journal print executions became interactive experiences through staged reveals, while the advertorial format blended editorial trust with brand storytelling. Radio added humor and authenticity to reach growers in their daily routines.
Consistency unified the campaign across every channel, from digital and Connected TV to direct mail and in-store displays. This disciplined approach reinforced authenticity, built credibility and gave Nutrien Ag Solutions a cohesive platform to reposition Dyna-Gro Seed with originality and staying power.
