The goal was to bring sales back up to the level it was at in 2018. And after running a creative campaign, Granulock sales outperformed this objective by a significant margin.
- Granulock sales increased 48% compared to 2018
- That triples what was sold in 2019
- Sales results improved across every market
- Overall, Incitec Pivot Fertilisers had 60% more sales this year compared to 2018. Granulock contributed to 39% of this additional sales volume
Our task was to develop a creative campaign and media plan, prompting broadacre farmers to stock up on Granulock for the new growing season in the wake of the previous year’s supply shortage.
Granulock has a strong history of being a consistent performer. So, for a fertiliser that you can count on, go ahead and lock it in.
Playing off the product name, we used gameshow tropes and characteristics to remind customers of Granulock’s benefits in a fun, memorable format. This also allowed us to display technical information without compromising the ad’s cut-through and engagement.