Campaign
The initial spark for
better growth
KWS INITIO is our first product for which we have jointly developed a marketing campaign that brings together our different crops in one concept.
Seed treatment with KWS INITIO is an innovative solution that overcomes challenges in agriculture and sustainably improves the development, efficiency and health of plants. Seed treatment is a crucial component in the growth of strong and healthy plants, because well-protected seed supports robust juvenile development. With KWS INITIO, we offer our customers solutions for treating sugarbeet, corn, oilseed rape, hybrid rye, sorghum and spinach. These are tailored perfectly to the respective crop in order to foster its specific characteristics.
Four advantages of KWS INITIO
- Faster plant and root formation: Promotes rapid germination, strengthens root development and early plant growth.
- Protection against diseases and pests: Supports a quick and strong start to life for plants and protects them from soil-borne diseases and pests.
- Adaptability to environmental conditions: Improves tolerance to different environmental conditions and stress factors such as drought or nutrient deficiency.
- Higher and more stable yields: Supports crops as a result of ideal germination and protective measures.
The project group coordinates in monthly calls.
Cross-crop cooperation
Since May 2024, the KWS INITIO project has been the responsibility of the Sugarbeet Segment on the marketing side, and dialog with all Business Units (BUs) and the Brand Management team is very close thanks to monthly calls and further coordination.
A key aspect has been to comprehensively present both the cross-crop approach and the individual crops in order to highlight the diversity of our portfolio. We offer different variants for each crop, such as INITIO BirdPROTECT (corn), INITIO Insect+ (oilseed rape, corn), INITIO Fungi+ (hybrid rye), INITIO Hydro+ (sorghum) and INITIO EarlyPOWER (sugarbeet). Where previously each BU developed its own concept for KWS INITIO, we now apply a uniform concept. This significantly enhances the recognition factor, too.
Another important step was to introduce a uniform and simple naming system. This is coordinated in the project group and has already proven its worth for sorghum with Hydro+.
Initial milestones: The first cross-crop campaign to expand brand awareness has been successfully rolled out in the markets; targeted communication is now possible at various levels. Following completion of this task for print media, the focus shifted to digital channels, including a uniform presence on the global website and social media.
The project shows how well cross-departmental collaboration can function: As well as enjoying working as a team, it is also important to think outside the box, as each team member, each culture and each customer segment brings unique perspectives to the table. The quieter winter months are used to plan future campaigns for the markets. |
© KWS SAAT SE & Co. KGaA 2025
