MicroEssentials®
Challenging the status quo in a niche market.
Inferior performing commodity fertilizers and a host of look-a-alike competitors were stealing share from MicroEssentials premium fertilizer position.
Fueled by a determination to regain category leadership, MicroEssentials wanted to take a bold stance, challenging commodity blends with proof that MicroEssentials outperforms all others.
Brand Strategy
Tiny granule. Big results.
With everything crops need packed into every tiny granule, we positioned MicroEssentials as the Mighty Micro, with proven year-after-year performance that commodity fertilizers simply can’t beat.
VISUAL DIRECTION
Modern science meets
modern design
With a name like The Mighty Micro, we needed an identity that felt confident, bold, and strong. We modified the well-recognized, existing color palette, created a detailed 3D rendering of the a granule, and paired this with sharp and modern graphic elements.
Creative Campaign
Standing out from the field
A bold promise got a bold expression. Our work went head-to-head with would-be competitors and provided growers with the proof they needed to put MicroEssentials to work. We broke out of the Ag category cliched imagery with distinct graphics and headlines that deliver a punch—leaving no doubt that MicroEssentials plays to win.
Demand Generation
Moving growers to action
The Mighty Micro campaign is supported by a deep content marketing program designed to capture grower leads and nurture interested farmers through the purchase funnel with valuable content that deepens their understanding of how MicroEssentials can work in their operations.
