Pioneer

11C33RR (Rapid react)

When making maize silage, having the right bacteria present can be the difference between producing quality feed and a pile of compost. So Pioneer recommends farmers always use an inoculant product, ensuring the good bugs can do their thing.

The latest and greatest of these… Pioneer’s all-new 11C33RR (the RR stands for Rapid React).

The first year

Although it sounds technical, 11C33RR is a ground-breaking new product in the world of inoculants. We used print, DM, and targeted digital ads to introduce farmers and contractors to its benefits, and in a way that helped them remember the new product’s not-so-catchy name.

The second year

In the first year, we’d introduced 11C33RR to the market. By the second year, it dominated the market.

This time, our campaign focused on hailing the inoculant category’s new leader. After all, if it’s this popular with farmers up and down the country, it must be good stuff.

Client: Pioneer
Agency: Big Communications
Creative Director: Joe Holden
Copywriter: Andrew Davidson
Art Director: Karl Moss