The opportunity - WeedMaster was launched in 2013 as a serious alternative to market heavy weight Roundup. Sales were good but brand awareness remains low. The glyphosate category is very generic and difficult for a new brand to resonate above Roundup and the generics. Products like these are widely used by New Zealand farmers and contractors to spray out paddocks or as they say ‘clear the decks’. As a relatively new entrant WeedMaster needed to build credibility, brand status and top of mind awareness to become the second best alternative.
The strategy - Command attention, differentiate and resonate by promoting a unique product difference that we had. The WeedMaster TS540 patented twin salt formulation would spell double trouble for weeds and deliver many benefits for the farmers who were looking for a serious alternative to Roundup to do the job right and to do it once.
The creative - Our farmer celebrates the twin strike lightning event out the back of the farm which became the visual metaphor for ‘The Power of Twin Salt’ WeedMaster TS540’s patented twin salt formulation spelling double trouble for weeds nationwide. The seriously good alternative was back with a credible business like campaign across key channels including digital marketing, print, POS and season specific comms to all customers.
WeedMaster's point of difference is its twin salt formTulation, providing improved efficacy, speed and consistent results in the field. The TV, print, outdoor and collateral campaign heroed this unique benefit – effectively a double strike of power in the paddock, spelling double trouble for weeds.