#EXPECTMORE
Focus on farmers
After a successful launch in the past fiscal year, we are expanding our #EXPECTMORE campaign for the 2022/2023 sales season. The goal remains to convince farmers of the good yields our grain corn varieties deliver.
Regional touch: Each country has its own faces.
Regional touch: Each country has its own faces.
Persuasion and repetition, combined with a regional touch, are key elements of our marketing. We operate in a sector characterized by a seasonal course of business. Farmers decide once a year which variety they will grow. In the case of grain corn, that decision is mainly made between November and February in Europe. Given that, we are continuing to develop our #EXPECTMORE campaign in order to lastingly improve our image as a grain corn breeder.
Colleagues met for a workshop in Belgrade in July to discuss that subject. It was a great experience and for some of those attending it was the first meeting of this kind after two years of the pandemic. “When we develop campaigns, we always involve colleagues from different countries. That gives us several advantages,” says Victor Jubirca, Head of Marketing at the BU Corn. “We draw from a pool of ideas and increase effectiveness in different countries because colleagues know best what works in their own country.”
▶ How farmers can expect more from KWS corn hybrids
Focus on customers
It soon became clear that the focus of the campaign would stay on our customers and what they expect from grain corn varieties. Its slogan is: “For farmers that #EXPECTMORE.” The campaign motifs show farmers in authentic photos, and in few words they explain what grain corn must be able to do: deliver the highest possible yield.
In addition, we had already decided before the workshop to organize several local photo shoots in order to establish a stronger regional connection. Colleagues in the countries were responsible for choosing the farmers and accompanied the photo shoots. After the best photos were jointly selected, the Marketing department at the BU Corn took care of post-processing of the pictures as well as development of the marketing materials.
#EXPECTMORE pursues an important strategic goal
Our medium-term goal is to increase our share in the European grain corn market to 15 percent and thus capture third spot in it. Our breeding has laid the foundation for that with a portfolio of new high-yielding varieties. Thanks to these products, our proximity to farmers and the #EXPECTMORE campaign, we are well on our way to achieving our goal. |
If you have any more questions, please contact:
© KWS SAAT SE & Co. KGaA 2025
