Goals: to create a marketing program to educate and convert farmers from the ubiquitous dry fertilizer method to a new liquid fertilizer ‘conservation farming’ approach, and to establish Simplot as the original creator of this concept once other manufacturers begin to copy them and compete for market share.
Brand Development:  trade marked slogans, multiple progressive ad campaigns over 14 years, supported through major trade show presence, trade advertising, dealer POS, radio, and promotional print materials – each campaign was adjusted to reflect current thinking and the farmers position in the evolving acceptance of the liquid fertilizer concept.