Innovative Marketing Campaign: The Grain in the Spotlight

SAATEN-UNION

SAATEN-UNION: Together for Successful Seeds across Europe

Under the SAATEN-UNION brand, seven medium-sized plant breeders have joined forces to provide a particularly large variety of successful seeds for all European growing regions. In our collaboration, we developed an innovative marketing campaign that puts the seed, the grain itself, in the spotlight. The goal was to position the brand as more modern and fresher while simultaneously increasing visibility — with a creative, provocative message and a strong visual concept.

A Fresh Image for SAATEN-UNION

For SAATEN-UNION, we developed a bold campaign that centred the seed, the grain, in its messaging. The aim was to modernise the brand’s outdated image and significantly increase its visibility. The campaign not only sought to create a fresh appearance but also to captivate new target audiences through a provocative and slightly cheeky tone.

Innovative Campaign Element: 3D Model of the Grain

A key highlight of the campaign was the 3D model of the grain, which was presented as an exhibit in a gallery. In addition, we used the model in animated form to convey the message dynamically and creatively in digital media. This enhanced visual impact increased interest in the campaign in both the physical and digital worlds.

Creative Promotional Materials: Tracksuits and Trendy Glasses

As an additional highlight, creative promotional materials like tracksuits and trendy glasses featuring the campaign’s design were produced. These not only generated strong visual recognition but also allowed the target audience to actively engage with the campaign. These innovative elements reinforced the campaign’s message and made it unmistakable across various media channels.

Provocative Youth Language: Bridging Tradition and Modernity

One particularly noticeable aspect was the use of provocative youth slang like “Digga,” “Maschine,” and “Bro.” This targeted language bridged the gap between traditional agriculture and modern youth culture. Combined with a minimalist design that, despite its simplicity, delivered powerful messages, the campaign succeeded in generating strong visual attention.

Cross-Media Implementation for Maximum Reach

The campaign was implemented across multiple channels to ensure broad brand presence. Print and online ads, trade show booths, and billboards were used to spread the message widely. These efforts resulted in increased visibility in both traditional and social media, creating a consistent brand perception.

German Agency Award

The campaign was awarded the German Agency Award in 2024 in two categories.

B2C | Advertisement motif/keyvisual
B2C | 3D-Design