AGRIBUSINESS MARKETING – CASE STUDY
How We Created Advertising Content for Corteva Agriscience as Part of an Agribusiness Marketing Strategy
How We Created Stronger Advertising Content for Corteva Agriscience
When we talk about agribusiness marketing, not everything comes down to direct sales or aggressive digital performance campaigns.
In the agricultural sector, trust is often built differently — through strong product visibility, clear communication, professionally developed advertising materials, events, seminars, and content that speaks to farmers in a direct and understandable way.
That was the environment in which we worked with Corteva Agriscience, one of the most established and recognizable brands in the agricultural industry.
This case study shows how we approach advertising content when the objective is not simply to create another set of visuals, but to establish a higher standard of local communication for an international market leader.
For a brand of this scale, content is more than visual presentation. It is part of the company’s overall market presence. Every asset needs to look professional, communicate clearly, and meet both the standards of an international brand and the expectations of the local agricultural audience.
Project Scope
About the Brand
Corteva Agriscience is one of the leading names in the global agricultural industry.
For a company in this position, communication cannot afford to be inconsistent, visually weak, or unclear.
When it comes to product advertising, every visual and every video needs to strengthen the brand, communicate professionalism, and present the products in a convincing and accessible way.
Marketing in agriculture has its own characteristics.
Not every campaign follows a direct performance model. In many cases, traditional channels and real-world audience touchpoints remain particularly important — billboards, product catalogues, events, seminars, demonstration fields, customer meetings, and sales presentations.
That is why the quality of advertising content plays a strategic role. It needs to look premium while communicating clearly to people making decisions in real business and field environments.
The Challenge
The main challenge in this project was the need for a stronger standard of localized advertising content.
A company of this scale needs materials that do more than simply appear across communication channels. They need to reflect the strength of the brand and the significance of its product portfolio.
Many existing solutions in the market suffer from the same problems:
- Unclear communication
- Weak visual hierarchy
- Insufficient emphasis on the key message and product
- Compromised execution
For Corteva, the objective was different: to create content that was professional, consistent, and adapted to the way farmers process advertising and product communication.
Another challenge was the variety of required formats.
The project included outdoor visuals, video content, adaptations of international assets, interviews, and mixed formats intended for several channels — from annual seminars to social media and YouTube.
This required more than production alone. It required a clear communication approach capable of preserving the strength of the brand across every touchpoint.
Our Approach
Content for agricultural companies cannot be produced using a universal template.
The approach needs to reflect both the characteristics of the product and the way the audience processes information.
This was particularly important in this project because some materials needed to be fast, visible, and understandable at first glance, while others had to support more detailed product presentations during seminars or across digital channels.
That is why we did not begin with the question:
“What should the material look like?”
We began with:
“What does the farmer need to understand?”
Only after that did we move to the visual concept, messaging, and format.
For outdoor advertising, the focus was on clarity, recognition, and rapid comprehension.
For product videos used during seminars, the priority was stronger structure, professional presentation, and the ability to support the speaker’s presentation.
For social media and YouTube, the content needed enough visual strength to retain attention outside a live meeting or product presentation.
Another important part of our work was local market adaptation.
International brands often have existing assets, visual directions, and corporate frameworks. That does not mean they should be used mechanically.
Local interpretation is essential — both in terms of language and in how information is communicated to the agricultural audience.
This was one of our most important roles: translating global corporate communication into content that worked convincingly in a Bulgarian context.
What Did We Create and How Did We Adapt It to the Audience?
Throughout the project, we developed advertising materials across several key areas.
The approach varied depending on the format, product, channel, and the way the agricultural audience would encounter the message.
Billboard Visuals for Product Communication
We created outdoor advertising visuals for three herbicides and two fungicides.
With this type of advertising, the goal was not to communicate everything.
The goal was to communicate the most important message clearly and effectively.
We used clean visual hierarchy, a strong central focal point, and messaging that could be understood quickly.
This is particularly important when communicating with farmers because outdoor formats need to work immediately, without unnecessary complexity or excessive visual noise.
Helianthex and Viballa with Pioneer – “Open the Door to New Solutions”
For this visual, the objective was to combine two new herbicide solutions and two Pioneer hybrids within one clear outdoor communication concept without making the ad feel overloaded.
We therefore developed a strong central metaphor — open doors leading into a sunflower field — visually reinforcing the message:
“Open the Door to New Solutions.”
The concept works because the farmer does not simply see several separate products.
Instead, the products are presented as part of a broader direction for sunflower production. The herbicides and seed hybrids work together as one integrated solution rather than as isolated commercial products.
Quelex – “The Most Successful Debut – 1,000,000 Decares”
For Quelex, we developed a concept that transformed a strong market launch into a clear and memorable visual statement.
The message “The Most Successful Debut – 1,000,000 Decares” was supported by a composition designed to communicate scale, confidence, and real market presence.
The product was therefore positioned not simply as another new solution, but as one that had already achieved significant adoption and established credibility among the agricultural audience.
Verben – “Stronger. Better. More Reliable.”
For Verben, we developed a concept built around both rhythm in the messaging and a strong visual metaphor.
The slogan “Stronger. Better. More Reliable.” uses repetition to create a message that feels natural, direct, and memorable for the local agricultural audience.
Instead of presenting the product in a dry or conventional way, we looked for a communication formula that could deliver clarity, character, and stronger emotional impact.
The message therefore does more than list product benefits. Its rhythm reinforces a sense of confidence and certainty.
Visually, the concept was developed through an aerial view of a field and a clearly defined neon shield highlighting the protected area.
Inside the shield, the crop appears greener and healthier, creating a direct visual reference to stronger crop condition and more reliable performance.
The concept does not rely only on a written promise.
It translates the product benefit into an instantly understandable image: protection, security, and visibly stronger crop performance.
That combination of memorable messaging, locally relevant communication rhythm, and a strong visual symbol is what makes the concept effective.
Univoq
Rather than developing a headline-led slogan, we chose a more direct product communication approach focused on Inatreq active technology.
This was intentional.
For some products, the strongest message does not come from a broader metaphor or wordplay. It comes from communicating the technological foundation clearly and confidently.
For that reason, the technology logo was positioned prominently within the visual and became a central part of the communication.
The visual concept was built around a droplet containing wheat — an image that simultaneously suggests protection, precision, and active performance within the crop.
Instead of overloading the outdoor format with excessive information, we focused attention on what mattered most: the product, the technology behind it, and the perception of a modern and effective solution for cereal crops.
Video Content for Product and Brand Communication
As part of the project, we developed several types of video content.
The common objective was to ensure that every video was professional, clear, and suitable for use across different touchpoints – annual seminars, social media, YouTube, and the company website.
The Result
This project was not designed around direct sales measurement through a performance marketing model.
The results therefore need to be evaluated in the correct context.
The value of the content was its ability to support the overall product and brand presence across multiple touchpoints.
On one hand, the outdoor visuals created a more professional and clearer product presence.
On the other, the videos supported the presentation of specific products during annual seminars, where this type of content has a real practical function.
The materials were also used across social media, YouTube, and the company website, increasing their reach and value beyond a single campaign.
Most importantly, the content reflected the standard expected from the brand and from a market leader in the sector.
Instead of relying on compromised solutions, the company had professional materials that communicated clearly and could be used confidently both online and in real-world environments with customers and partners.
What Does This Case Study Show?
This case study demonstrates that agribusiness marketing extends far beyond digital campaigns and direct sales metrics.
For leading companies in the sector, a significant part of the value comes from the quality of the overall brand presence — how the company looks, how its products are presented, how information is communicated, and what impression is created at every audience touchpoint.
Strong advertising content plays a strategic role.
It helps the brand communicate at the level expected from it, supports sales and marketing activities, and creates a consistent sense of professionalism and confidence.
This is particularly important in agriculture, where trust and real-world experience carry considerable weight.
In that environment, the value of strong communication extends far beyond a single visual or individual video.
Looking for a Partner Who Understands the Agribusiness Sector?
We can help you with:
- Billboard and outdoor advertising visuals
- Product and brand videos
- Adaptation of international marketing assets
- Content for seminars, events, and digital channels
