TerravestaPosition the team at UK energy crop specialist, Terravesta as ‘the miscanthus people’ and encourage planting nationwide
In a competitive market, we knew we had to create salience, strengthening Terravesta’s position as the no.1 resource for all things miscanthus (or ‘elephant grass’).
A major point of difference for the brand is that it was founded by experienced miscanthus growers, so we harnessed this expertise to create The Essential Growers’ Guide: a handbook for farmers that outlined everything they needed to know for long-term miscanthus success.
After interviewing the experts, our team took the guide from concept through to completion – delivering informative, engaging copy and an eye-catching design. The guide was then hosted online and distributed to new and existing growers.
This was backed by a full redesign of Terravesta.com and the introduction of a regular grower newsletter, The Terravesta Times – both packed with expert insight and people-focused content (e.g. grower profiles and blogs) to showcase the faces behind the brand. We also produced a suite of company brochures, leaflets and postcards to help recruit new growers and encourage best practice.
All of this was supported by a series of face-to-face customer events and an editorial and advertising push, which centred on the grower community and highlighted Terravesta’s market-leading knowledge and expertise.
PR campaign responsible for record-breaking crop production levels
Market Share Jump
Increased market share from 46% to 70%.
Niche Media Specialists
8.5 million opportunities to see across core farming media