Piece of turf interrogated as part of Altum rebrand

  • Advertising
  • June 7, 2011
  • StopPress Team
Piece of turf interrogated as part of Altum rebrand

Everyone loves a good a laugh, especially those in the rural sector. At least that’s what the creative buffs behind the new advertising campaign for the launch of Altum (previously known as Summit-Quinphos) are hoping for. As part of the rebranding and repositioning exercise, Hamilton-based agency King St has employed the use of a humorous, tongue-in-cheek campaign that likens Altum sales consultants to specialist forensics experts referred to as Farm Scene Investigators (F.S.I). And there’s a bit of swearing thrown in for good measure, even if it is muted out.

Youtube VideoThe new campaign is centered around a viral video, which will soon be followed by an extensive series of print ads, as well as a radio campaign. The good cop/bad cop video features an F.S.I. investigator putting the tough questions to a handful of turf (referred to as a “f*&$n piece of dirt”), which is placed under suspicion for nitrogen loses on the farm. Not surprisingly, the turf reveals little, taking what seems to be a vow of silence.

The focus of the new campaign, says creative director at King St, Tony Aubrey, is to “stop people in their tracks”.

“It’s quite out there for the rural sector,” he says.

According to Aubrey, the new campaign honours the new “holistic approach” of the Altum business model, which moves from the product-led model (fertiliser and animal nutrients) of Summit-Quinphos. The wider approach employs the services of field consultants, or FSI as they’re referred to in the new campaign, who get to the bottom of farm health, dishing out professional advice and nutrient management programmes tailored to the individual needs of each farm.

Summit-Quinphos employees had heard whisperings of changes in the air, but until recently, were kept in the dark about the exact changes. The rebrand was cleverly unveiled to them at a conference a couple of weeks back, where each employee was handed out a special evidence bag. When all the pieces of evidence came together, they unveiled the new name and brand positioning.

Aside from radio, print and viral efforts, the campign will also be seeping its way into upcoming event Field Days, where F.S.I inspectors will be on site doing the dirty work.


This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

OMD launches South Island presence

  • Advertising
  • January 23, 2019
  • StopPress Team
OMD launches South Island presence

OMD now has a southern office, after acquiring the largest media agency in the South Island, ImMediate.

Read more
Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit