Hi, I'm Crucial

Nufarm Crucial

Challenge

Despite being a world first breakthrough in the development of herbicide, Nufarm Crucial had failed to gain traction with New Zealand’s farming community. The scientific approach being used in promotions simply wasn’t cutting through.

Strategy

Onfire Design was appointed to develop a new campaign. It was decided that Crucial should break with traditional herbicide advertising and demonstrate the product’s many benefits in a way that would instantly engage busy farmers in an easily understood, less scientific form.

Solution
Using the pack itself as inspiration, Onfire created an illustrated character to represent Crucial. This ensured brand recognition as the product pack was always front and centre – but always with a fun twist. The versatility of the character enabled it to instantly demonstrate product attributes like strength, efficacy and being rainfast in 15 minutes. Even abstract benefits like peace of mind, exceptional viscosity and low foam formulation could be conveyed in a moment thanks to the character’s unique and quirky visual style.

Execution
Launching in targeted agricultural print magazines, outdoor, online, point of sale, and social media, the campaign hit with immediate impact. Designed to communicate in an instant, wherever it was seen, the lightness of the character resonated, and time-poor farmers didn’t need a degree to appreciate Crucial’s key benefits.

Result
Crucial rocketed to become the No. 1 glyphosate herbicide soon after the new campaign launched – a position it’s held onto ever since. The key campaign character that changed Crucial’s fortunes is alive and well and still going strong today!

Hi, I'm Crucial

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