Background:

MyLand is a startup tackling two of the world’s biggest challenges: food security and climate disruption.
They wanted an agency partner who could position them as innovators, by building a national brand, generating demand for their soil-as-a-service model and connecting the benefits of healthy soil, through the value chain, from farmers to consumers making food purchasing decisions.

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Challenge​:

We began by outlining three key challenges that MyLand would need to tackle to achieve their goals:
 

1. Define the Category: currently no clear or widely agreed definition of what “regenerative agriculture” means. As a result the term is used in different ways by different stakeholders, causing confusion.

2. Address Barriers: there is a perception among farmers, that regenerative farming is expensive and complicated to implement, and can 5-10 years for them them to see the financial benefits.

3. Disparate Audiences: need to find common ground and shared language between rural, conservative farm owners that skew male and liberal, urban and female consumers, in addition to commercial buyers; who sit in the middle.

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Our Solution:​

• Shared four strategic "ways-in" to explain how to launch and build their brand, based on the need to overcome complex and multi-layered category and audience challenges.

• Developed a holistic media approach with a season-long-plan to communicate the short and long-term benefits of MyLand to each audience stakeholder.

• Shared examples of creative ideas that brought a couple of the strategic "ways-in" to life.

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The Result:

They awarded us the business.

 

NOTE: Launch had been planned for early 2023 but has been pushed back due to a number of factors outside our control.