Clean Rows, Clear Results
Integrated product launch proves Storen® corn herbicide’s performance where it matters most — in visibly clean rows farmers can see and believe.
CLIENT: Syngenta US (Crop Protection)
PROJECT TYPE: Integrated advertising campaign, new product launch
SERVICES PROVIDED: Creative strategy, creative concepting, copy direction, copywriting
Project Details
THE CHALLENGE
Declining weed control performance is a major frustration for farmers, as aggressive, herbicide-resistant weed species can quickly overtake farm fields and reduce their crop’s yield potential. Enter Storen®, a groundbreaking new corn herbicide technology from Syngenta. To bring this stronger, longer-lasting herbicide to market, we needed to clearly communicate Storen’s differentiated performance while building enough trust and confidence to motivate risk-averse farmers to make the switch — especially when data and testimonials from other farmers weigh so heavily when making input decisions.
THE INSIGHT
For farmers, success is visible: clean rows mean their herbicide is working. Weed-free fields aren’t just aesthetically pleasing — they represent top-tier performance, confidence, and peace of mind throughout the season. What better feeling than knowing that your top-end yield potential is protected, and that your product investment was worth it?
THE IDEA
Focus on the clearest proof of herbicide performance: visibly clean corn rows. This concept was built around a simple, strikingly weed-free corn row visual, paired with a direct, benefit-led hero headline to translate Storen’s technical innovation into an outcome farmers could immediately recognize and trust. A viewfinder-style graphic further emphasized clarity and control, showing a crisp, clear field within the frame while the surrounding area appeared blurry — symbolizing how ineffective weed control can cloud a farmer’s view of success, and how Storen brings clarity back to farm fields.
THE EXECUTION
We implemented a multi-channel rollout designed to make Storen’s value proposition instantly recognizable to growers wherever they encountered the brand. A bold clean-row visual and our CLEAN ROWS, CLEAR RESULTS headline anchored all creative, ensuring consistency from awareness through launch. Video and radio spots introduced the product and its long-lasting control, while print ads delivered high-impact visuals that farmers immediately connected with. Digital display and paid & organic social extended our reach with teaser content, launch messaging, and educational support to drive retailer conversations and product consideration. Storen was also featured prominently at several key trade shows, with branded activations, product demos, and attendee giveaways.
THE IMPACT
The initial response from our target audience in the Corn Belt was massive. Upon hearing the radio spot while out on the combine or flipping through the pages of an ag publication, farmers called or stopped by their retailer (with print ad in hand!) at an unprecedented rate, asking for Storen by name for the upcoming season, while online engagement and customer interest skyrocketed. The Storen buzz was electric, and early orders came rolling in.
Following this strong early adoption, we built a supporting campaign, the Storen Satisfaction Program, to capture grower testimonials and their real-world results. These compelling stories and five-star reviews were incorporated into follow-up marketing efforts to reinforce credibility, validate performance, and sustain momentum beyond Storen’s initial launch.
The client was truly blown away by the performance of both campaigns, and the resulting product sales cemented what our teams knew all along: this launch campaign was a stunning success.