MINNEAPOLIS – Campbell Mithun earned a repeat high-yield performance at the recent national Best of NAMA awards. For the second year running, the agency received first-place awards in three different categories of the competition sponsored by the National Agri-Marketing Association: best new product introduction campaign; best radio ad (single) for “Whispers”; and best single-page ad (single) for “NK Hand Gun” – all for creative work developed to introduce Syngenta Seeds’ Agrisure Viptera trait.
“We’re not surprised to have NAMA confirm the already positive response we’ve received to this campaign from the marketplace,” said Lori Thomas, head, marketing services, Syngenta Seeds. “It clearly captured the attention of growers and supported a successful introduction of our Agrisure Viptera product.”
Campbell Mithun’s award-winning campaign for the Agrisure Viptera trait, an in-the-seed technology that helps protect corn plants from insect damage, communicated the product’s insect-control message with strong creative and executed a multipronged broadcast, print and digital media approach. Print and digital executions used the simple and strong image of a grower’s hand to communicate the product’s power to control insects; radio executions used humor and well-known movie trailers to reach (and entertain) growers who spend all day in their tractors.
“We developed this work to appeal to growers’ desire to have more control over their own fields and yields,” said Reid Holmes, executive creative director at Campbell Mithun. “Growers are business owners who just happen to create their own inventory, and Agrisure Viptera hybrids offer a real business advantage by helping growers both create more inventory and prevent inventory loss.”
To qualify for the national Best of NAMA awards, marketers must win at the regional level. Campbell Mithun advanced to the national competition by winning regional awards in ten categories. In 2010, the agency’s national NAMA awards recognized its “Beyond Expectations” campaign to launch Syngenta’s NK-1 Class Soybeans.
The Best of NAMA competition is sponsored annually by the National Agri-Marketing Association to honor the best in agricultural marketing communications. This year 457 entries advanced from the regional contests to qualify for the competition at the national level. Best of NAMA awards were distributed in 63 different categories.
Syngenta (http://www.syngenta.com) is one of the world's leading companies with more than 26,000 employees in over 90 countries dedicated to one purpose: Bringing plant potential to life. Through world-class science, global reach and commitment to customers, Syngenta helps increase crop productivity, protect the environment and improve health and quality of life.
Campbell Mithun has thrived for 78 years guided by Ray Mithun’s founding philosophy: make “everything talk” for client brands. The agency has built a national brand-building reputation and, with its Compass Point Media unit and BrandOptix package-design resource, continues to build client success in today’s digital marketplace by making Everything Talk at each point of customer contact.
Award-winning Print ad for global agricultural leader Syngenta.
