Agriculture Marketing Prize: award for a clucking trio of hens
The feathers are flying in the henhouse, for the three feathered ladies are bored. An entertaining video in a Tom and Jerry style shows just how farmers are able to prevent such heated disputes. AGRAVIS Raiffeisen AG and its holding company Crystalyx Products GmbH together with terres'agentur have now been acknowledged for their idea. During the leading Agritechnica trade fair, they were awarded the 2015 German Agriculture Marketing Prize for the second time in a row in the "Livestock breeding" category.
- Bildmaterial zum Content
- AGRAVIS Raiffeisen AG and its holding company Crystalyx Products GmbH together with terres'agentur have been conferred the 2015 German Agriculture Marketing Prize (from left): Reinhard Pröbsting, Claudia Bleckmann, Jürgen Wortmann, Julia Hövelmann, Claire Giesbert, Simone Wintjes and Michael Oestreich (terres'agentur).
The competition organised by the Landwirtschaftsverlag Münster publishing house in cooperation with the Verbindungsstelle Landwirtschaft-Industrie (VLI) association honoured the most creative and convincing advertising campaigns in the agricultural industry for what was the eleventh time.
The "Be a picker, not a pecker" cartoon created by terres'agentur as one of several measures for launch of the marketing campaign for the new PICKBLOCK™ by Crystalyx is 58 seconds in length. The campaign targets poultry farmers and cooperatives as resellers.
Attention through the element of surprise
"It was important to us to create recognisable characters, who break the norms, draw attention to themselves through the element of surprise, and to whom the target group are entirely able to relate," explains Claire Giesbert from Crystalyx Products GmbH. "In order to introduce high-quality products into new market segments, the product advertising must be innovative on the one hand and the right marketing strategy must be developed on the other. Pros such as terres'agentur are needed here. We firmly believe that this fosters our sales success in the long term. When the entire thing is also entertaining and boosts the image of all involved, we can certainly be proud," explains Reinhard Pröbsting, Managing Director of Crystalyx Products GmbH.
Campaigns for the customers
With the "Be a picker, not a pecker" campaign, we came upon a memorable campaign name with which the new product should be introduced and established on the market. "Being awarded the Agriculture Marketing Prize already creates a real sense of achievement – to belong to this prominent field of participants for a second time is simply indescribable. We are above all delighted for our customers, as they are exactly the reason why we create successful campaigns. Not everyone has the courage to invest in wide-reaching, cross-media campaigns; not everyone has found the right partner. In our case, both the customers and the agency are convinced they have done the right thing together. You cannot ask for any more, and we can gladly also continue like this," explains Michael Oestreich, Managing Director of terres'agentur.
Cross-media distribution of the video
The product was presented extensively in trade magazines and via channels such as WhatsApp, YouTube and Vimeo. It was also announced in social media channels such as Facebook, Google+ and on its own website, with Google ranking measures also taken. The motif was then taken "on tour": the "wild hens" and PICKBLOCK™ attracted a great deal of attention on product information and advertising materials as well as during trade fairs and presentations.
The campaign uses a charming little story on the PICKBLOCK™ that takes a humorous approach to address the issue of animal welfare in henhouses – and specifically debeaking – and lends the product an innovative and positive image. Because the film does not use words, it can also be used internationally. The campaign is to soon also be launched in Spain and Italy.
Hanover was first on the tour plan though. The high-profile jury awarded the entertaining and innovative PICKBLOCK™ campaign first place in the trade fair's convention centre.