Our Work Speaks For Itself.
It just sounds better when the results say it.
For more than 30 years, Brighton has followed a simple process. Think. Create. Engage. We firmly believe that driving change requires a multidimensional and multidisciplinary approach. And we have the skillsets and experience to plan and deliver across the entire spectrum of communications.
When two ag industry leaders merged, so did their rewards program. The catch? All farmers would have to re-enroll in the new program to continue earning money back. To limit frustration and drive signups quickly, we put a two-pronged strategy to work.
In 2019, we took the Deltapine team’s annual event and blew it out of the water with a memorable, multi-day experience in the heart of New Orleans. After all, you can’t invite a massive amount of farmers down to “the big easy” and not throw them a parade, right?
To reverse negative perception in West Texas, Deltapine® cotton converted premium products into value products without sacrificing any of the performance. To help them do it, we named, designed and strategized a brand launch—with the results to show for it.
When you’ve got a camera on the global leaders in dairy cattle nutrition and cow health—you’ve got to (forgive the pun) milk it. With a Facebook Live event, we not only positioned our client as a thought leader. We also gathered a year’s worth of assets along the way.
Introducing a new class of products is one thing. Doing it across 10 regions is another. To communicate a distinct opportunity to farmers in each of these regions, we helped build a brand from naming and strategy to design and execution.
Wheat is perhaps the toughest crop to grow profitably in today’s agricultural climate. Leveraging the expertise of Bayer-backed WestBred® wheat, we created a brand podcast where their experts could share advice, reinforcing their position as leaders in a conversational format.
There’s nothing that in-tune strategy, bold creative and a multi-season, national testimonial initiative can’t do to overcome a tough industry reputation. Here’s how the Brighton team collaborated with our client to drive results for their brand—and their business.
Old habits die hard. Before our campaign, farmers insisted on saving seed from season to season as a means to save money. We were challenged to cut through the clutter with disruptive creative that would support retailers in changing this perception to improve sales of new, WestBred® certified varieties.
Understanding that harvest results directly affect farmer purchasing decisions, we developed a sophisticated marketing automation platform that communicated local results to farmers more efficiently to increase seed purchases while also saving our client marketing production dollars.
How do you turn an early adoption program into a massive marketing effort? You start by building a community that creates product confidence — and in turn, product sales.
Pet food is a $10.4 billion U.S. business, and consumers have a daunting number of products to choose from with each trip to the pet food aisle. Packaging is a key factor in the selection process, so CRAVETM, a high-protein pet food brand inspired by a dog’s natural diet, needed a disruptive package design to sell product through mass channels.
Imagine a sporting event in which more than 600 dogged competitors travel from near and far to compete in challenging performance games. Each game is designed to test their speed and agility on land and water alike. More than 25 titles are up for grabs and, you could say, the competition is fierce. For six days, spectators enjoy the camaraderie and cheer their favorites from the stands, generating buzz around the event by posting memories and photos across their social platforms.Now, imagine these competitors are sporting dogs. The event: The Eukanuba™ Performance Games.