Anything But Typical

Client

CROPLAN

Challenge

Since its inception in 1996, CROPLAN has operated as a seed brand under the umbrella of top five ag input distributor, WinField United. However, the coexistence of the CROPLAN and WinField United brands together limited one another’s potential. After recognizing a need for change, WinField United aimed to rebrand CROPLAN, distancing it from the parent company to allow it to stand independently in the market. The challenge: how to simultaneously revitalize CROPLAN’s image, reengage the target audience and empower ag retailers to take ownership of the brand.

SOLUTION

WinField United collaborated with Curious Plot to develop the “Anything But Typical” campaign. The goal: transform CROPLAN into a contemporary, cool and with-it seed brand, while positioning ag retailers as the premier destination for seed purchases. To capture attention, the creative strategy leveraged CROPLAN’s distinctive red color, shield and daring voice. The campaign encouraged a bold, fearless approach, resonating with the brand’s shrewd, commonsensical, determined and calculated personality traits.