Case Study

ONYX launch across Europe

Launching top performing hybrid canola, sorghum and sunflower seeds across Europe

Nuseed, a wholly-owned subsidiary of Nufarm, develops top performing canola, sorghum and sunflower hybrid seeds, supported by 300 employees with more than 100 research staff working across 9 global locations.

Seed bags for Bulgaria

TAP was selected by Nuseed to manage the launch of two new black hybrid confection sunflower seed varieties. Early in the process, we facilitated a 2-day workshop involving key Nuseed personnel to help define key messages and direction.

Unlike the previous products on the market, the new Onyx brand proposition was designed by TAP to benefit the entire supply chain from growers to processors, and roasters to consumers.

To support this intention, we utilised our partner network and appointed a leading regional journalist to join Nuseed during scheduled field visits in Ukraine and Bulgaria, with the purpose of obtaining photographs and film footage of the Onyx hybrids on location.

Social Media

TAP initiated awareness of Onyx with region specific Facebook pages. By creating relevant and engaging content, more than 2,000 customers in Nuseed’s very specific target audience, were reached organically within the first month.

During the campaign, Facebook pages in Bulgaria, Romania, Moldova, Ukraine and Russia continued to grow steadily, gaining strong engagement under our management. As well as supervising and mentoring Nuseed staff, TAP was also instrumental in developing robust procedures and protocols.

Brochure

The official launch event took place at AgroComplex in Kiev, Ukraine. We were responsible for the creation and design of supporting materials for the event, digital and print media engagement, and organising a press event at the venue.

With over 20 leading journalists from key press attending and the subsequent positive feedback plus coverage, the event was deemed a success.

"I wanted to take the opportunity this morning to thank each and every one for the hard work that has gone into the Nuseed Onyx Launch in Ukraine. This is the finest marketing event that Nuseed has ever held in Europe. I look forward to the continued launch activities this week and learning more about the related success generated from the event."

Patrick Dieterich - General Manager, Nuseed Europe