Using Storytelling to Promote and Educate the Market on a Novel Biobased Product
GROW SALES OF SONATA®, A NOVEL BIOFUNGICIDE
Assignment
Founded in 1921, the Wilbur-Ellis companies are leading international marketers and distributors of agricultural products, animal feed and specialty chemicals and ingredients. By developing strong relationships, making strategic market investments and capitalizing on new opportunities, the Wilbur-Ellis companies have continued to grow the business with sales now over $3 billion with over 4,500 employees across North America and Asia-Pacific.
Wilbur-Ellis Agribusiness generates more than $2 billion in sales revenue annually and has over 160 branch locations throughout the U.S.
Our assignment was to promote Sonata, a biofungicide to rid powdery mildew from grape vineyards, in a novel and dramatic way to growers, influencers and distributors.
The Challenge: Promote a novel, new and sustainable biofungicide for use on grape vinyards
Our Solution. Create a hero and villain story, archetypes of good and evil, that reflects the battle against a crop disease in grape crops that is gaining in power and without an effective, sustainable solution
The villain. Powdery Mildew, a fungal disease, that has acquired the power of the “The Resistance.”
The hero. Sonata, a bio-based fungicide represented by a young woman, who has the proven power to defeat powdery mildew while managing resistance.
Marketing assets employed: marketing strategy & tactics, landing page/website, educational and entertaining animations, email blast
Deliverables Summary
We successfully executed a unique promotional campaign for Sonata, a novel biofungicide, containing Bacillus pumilis for use wine and table grapes and also approved for use in organic farming.
Campaign: SONATA vs. The Resistance
EPISODE 1
Powdery Mildew with the power of The Resistance is devastating the wine grapes crops in the land of Vinos. Traditional fungicides are no longer working. Who will save the vineyards?
The Story
ATTACK OF THE RESISTANCE
Digging Deeper
FUNGAL RESISTANCE
EPISODE 2
The Story
CALL OF A HERO
Digging Deeper
HOW IT WORKS
EPISODE 3
The Story
THE BATTLE
Digging Deeper
HOW TO USE
Results
Together with Wilbur-Ellis we achieved their goal of promoting Sonata, a novel biofungicide, to distributors, influencers and growers, and improving sales.
