The Challenge

Pioneer was ready to launch the first ever winter oilseed rape variety with a claim for tolerance to the stem disease sclerotinia and we were tasked with raising its profile within the farming press to ensure farmers got to hear about this revolutionary new variety.

Image for The Challenge

What we did

We visited Pioneer’s PT303 trial sites throughout the year, capturing images and drone footage at different growth stages. We created a series of short videos from this footage, supported with interviews recorded both on Zoom and in the field with Pioneer’s Seeds and Inoculants Manager Andy Stainthorpe, that offered growers commentary on PT303’s performance against competitor varieties ahead of the AHDB’s Recommended List being announced later in the year.

We organised a virtual press conference, inviting key arable journalists and generating interest in the product and technology behind it.

When PT303 topped the list in November, we made a splash in the farming press once more, highlighting its performance in its own trials and AHDB trials and supporting with blogs and social media posts.

The Results

At the time of writing our videos amassed over 1,200 views on YouTube while press coverage reached an accumulated potential audience of 1.4m since PT303 launched in early 2021.

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