HOW DO YOU TAKE OVER A MARKET?
It’s hard to grow cotton in Texas and farmers used to count on the high quality of their cotton to make the most on their harvest because they weren’t going to make it on yield. The top selling seed in Texas even had a brand name that reflected that reality, FiberMax, and it dominated the market. Deltapine was a distant fourth.
Deltapine introduced a cotton seed variety that delivered both high quality and high yield. But the challenge was to convince farmers in Texas that Deltapine, long a dominant seed on Southern farms, had the right variety of seeds for Texas. Even Deltapine’s brand name screamed Southern.
The insight was that Texas farmers, and Texans generally, loved Texas, all things Texas and being Texan.
So we split the Cotton Belt in two. Instead of a single national campaign, we created two campaigns messaging to Texas and Southern farmers separately. This allowed Deltapine to address the very different needs of farmers in both regions.
The campaign included television, radio, print, outdoor, digital, direct mail and collateral. We even tweaked the tag line and designed it just for Texas.
A year after the campaign launched, Deltapine was the top selling cotton seed in Texas.