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CROPLAN Canola

About the
project

As a lesser-known player in the crop input space, few crops represented a more challenging market for WinField United Canada to break into than canola. Established players like InVigor not only have a dominant market presence, but deep pockets, too.

In an industry full of hyperbole and bluster, we’ve built WinField United’s brand to be refreshingly honest and down-to-earth. Leveraging this personality, we created a campaign based on the line, “The best canola you’ve never seeded.” Light-hearted humour was coupled with tangible product benefits and a range of simple social executions to secure 422 sales leads.