Insight: Farmers often default to familiar suppliers until a clear, relevant value proposition surfaces. Emotional storytelling can convert latent awareness into active consideration by reframing discovery as an inevitable, trust-building realization.
Objective: Reposition Nutrien Ag Solutions seed dealers as the obvious, locally trusted choice for growers during the critical seasonal decision window, driving dealer engagement, lead generation, and seed sales.
Strategy: Use a relatable narrative device—an epiphany moment- to surface unmet needs and demonstrate Nutrien’s advantages (local expertise, product selection, agronomic support), turning passive familiarity into active preference.
Execution: Produced SeedTember commercials that dramatized the “I’ve been right in front of you” rom-com movie moments through farmer-centric storytelling and authentic dealer moments; distributed the spot across targeted broadcast, digital video, dealer networks, and social channels timed to planting-season consideration, and supported with in-field dealer materials and call-to-action landing pages to capture leads.
Impact: Elevated dealer visibility during a key purchase period, increased consideration and traffic to dealer touchpoints, and strengthened Nutrien’s positioning as the go‑to seed partner for growers.
Remember that movie where the guy realizes the woman of his dreams has been right there in front of him the whole time? Well, that’s how Nutrien is showing growers having the same epiphany about Nutrien Ag Solutions seed dealers.
In a world where a guy realizes the seed dealer of his dreams has been right there in front of him the whole time. Watch Nutrien Ag Solutions seed dealer romance growers into becoming the seed dealer of their lifetime. A true match made in heaven.
Insight: Audiences connect to purpose when it’s embodied by relatable heroes and grounded in real-world impact; motorsports fans and farming communities share values of grit, performance, and legacy.
Objective: Elevate Nutrien Ag Solutions’ brand relevance by linking its mission, sustaining food production, to mainstream culture and new audiences, driving awareness, affinity, and dealer/partner credibility.
Strategy: Fuse high‑octane storytelling with an agricultural purpose: follow a recognizable athlete through competition and farm visits to create emotional resonance, broaden Nutrien’s audience beyond ag channels, and humanize modern farming as essential to the future.
Execution: Produced “Two‑Track‑Mind,” a branded docuseries following NASCAR Xfinity driver Jeb Burton’s championship pursuit intercut with visits to Nutrien‑partner farms; distributed episodes via owned and partner video platforms, amplified with social short-form cuts, behind‑the‑scenes content, and dealer/local activation tie‑ins to drive viewership and cross‑community engagement.
Impact: Built cultural relevance, expanded reach into non‑traditional ag audiences, and reinforced Nutrien’s role as a mission‑driven partner to growers by connecting performance storytelling to real agricultural outcomes.
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