Strategy

Valley Seeds is a family-owned pasture seed supplier. Based in Victoria, their focus has been on breeding seeds that are uniquely suited for the harsh and variable Australian climate. With many competitors based overseas, their products often provide a comparatively lower yield to that of Valley Seeds products.

Idea

Many of the pasture seeds that are marketed in Australia are actually developed offshore in New Zealand – a well-known fact within this niche market. We highlighted the differences between Australia and New Zealand in a humorous way that was relatable to our target audience of Australian farmers.

Result

  • Significant sales increase of feature seeds during the campaign.
  • Significant increase in website traffic throughout the campaign.
  • Valley Seeds’ major retail customer paid for an extension mid-way through the campaign to continue boosted sales performance.