Nutrien Financial Brand Strategy

Nutrien Ag Solutions was seeking to increase overall awareness of the Nutrien Financial offerings among retail staff and growers in a market that is primarily saturated with big banks or financing institutions as their primary borrowing options. Since Nutrien Financial has a unique pairing of agronomic expertise and financial solutions, it provides an opportunity for a detailed understanding of the grower and their entire operation. This builds trust and creates a close-knit relationship between the grower and the rep.

The target audience of this campaign was growers in the east, west, south and cornbelt regions. The challenge this campaign aimed to solve was to make the audience aware of the financial offerings in a digestible way while ensuring the benefit of Nutrien Financial's services stood out among the competition.

Our goal with the campaign was to show that Nutrien Financial pairs agronomic expertise and crop input financing solutions that help growers realize full-acre success and profitability. They are a convenient, whole-acre solution, financing with competitive rates, fast, flexible, and easy capital management strategies tailored to individual crop plans and budget objectives. 

Other financial institutions can't offer the same close understanding of the grower's operation and needs, recognizing that every business decision a grower makes is directly connected to their strategy for whole-acre success and profitability.

We knew that we wanted to evoke a feeling of trust and partnership using and gain using loveable, trusted characters. The character dynamics allow for financial experts to be part of the charm within a tight-knit group that is approachable yet formidable, making the result infectiously insightful, tender, funny, and charming. We wanted to leverage the human connection between these characters to bring relatability and humor and show that a grower and their Nutrien Financial Consultant have a bond that no bank can replicate.