New Zealand’s leading supplier of maize hybrids, Pioneer, and Big Communications agency have teamed up to release a quirky campaign featuring Kiwi chef Al Brown and several hungry cows.
The campaign acts as a promotion of maize to New Zealand farmers due to its multiple benefits, including extended milking, improved reproductive performance, and higher farm profits.
Growing maize is also environmentally beneficial with less nitrogen leaching, more efficient water and lower fertiliser use.
Will Yates, managing director of Genetic Technologies Ltd which represents Pioneer in New Zealand, says the campaign is a slightly new direction for the brand.
“We use a range of channels to promote maize, including print, digital, and radio to communicate the farm performance and environmental benefits of farmers growing and feeding maize.
With this new TV commercial, we imagine farmers sitting in front of the television on a Sunday evening. We wanted to bring a smile to their faces while showing how much cows love the taste and goodness of maize silage.”
For Big Communications, creative director Joe Holden says the team wanted the campaign to hold two aspects, firstly that farmers care a lot about what they feed their stock and secondly, how much cows love maize silage.
“Having Al Brown prepare a dish for an alfresco banquet, and then showing him enjoying the rug-pull as cows, not humans, rush to the table is a heartwarming scene and one we think everyone will enjoy,” says Holden.
Big Communications manaing director, Ant Salmon adds the involvement the Yates family has had with farming in New Zealand has been lengthy.
“Will’s family have been in the seed business for generations, and Genetic Technologies is a Kiwi business through and through. That local flavour is emphasised with the presence of Al Brown, someone who cares deeply about the provenance of food in New Zealand.”