The Client: Arysta LifeScience

 

Arysta LifeScience is a leading crop protection and life science company managing a portfolio of more than 200 active ingredients. Operating in more than 125 countries worldwide, Arysta LifeScience is focused on helping customers cultivate business growth through the development, marketing and distribution of innovative chemical solutions for the agroscience and health and nutrition science marketplace.

 

A Little Backstory

RANCONA PINNACLE was a “walk-up” product with a distribution only push. It was positioned as an inexpensive seed treatment through one major distributor with limited to no brand awareness and limited to no marketing, leaving it with limited to no future.

Our Challenge

Arysta LifeScience was ready to invest in the brand. The goal? Establish RANCONA PINNACLE as the ready-to-use seed treatment, offering broad-spectrum coverage and unparalleled disease protection on wheat across Western Canada.

Measures of Success

  • Increase brand awareness by 35%
  • Increase acceptance and interest by contributing to a 25% increase in signups to the Arysta LifeScience Grower Rewards Program
  • Evolve RANCONA PINNACLE from a “walk-up” brand to a “planned acre”
  • Focus on growing shares in wheat where we have an opportunity to make a difference and grow market share

The Solution

Focusing on the key features and benefits of the product, WS created a strong brand for RANCONA PINNACLE. Using computer-generated imagery, we developed a high-tech look that showcased the unique attributes of each formula while differentiating the RANCONA brand in a crowded marketplace.

We then launched a campaign to raise brand awareness in the marketplace using media channels and a combination of traditional and non-traditional inbound/outbound marketing techniques.

To evolve RANCONA PINNACLE into a “planned acre” brand, we created a grower pull strategy by leveraging marketing communications and programming, with the Grower Rewards early buy program.

Measurable Results

The brand now has a bright future. With a goal of shifting perception, we looked to Stratus Research to help us measure our brand awareness results. They showed us growers are identifying RANCONA PINNACLE by name, and RANCONA PINNACLE is now identified as a “planned acre.”

  • Percentage growth in market share on the wheat acre (where we have a footprint and portfolio to leverage)
  • Cross selling is proven to be highly effective: EVEREST growers are purchasing RANCONA – early buy season reports 26,880 L of RANCONA sold vs. 8,130 L purchased in 2016
  • Continued sales and growth predicted in spite of barley acre being down by 20% because of strength of marketing communications focusing on wheat
  • Up 200,000 acres in spite of a market that is reported to be flat

Cross selling created portfolio growth: 6% in 2015, 11% in 2016, 15% in 2017