Starting point
- Green Has Italia is an Italian company leader in the field of Plant Nutrition with a range of high quality products, thanks to its investments in R & D
- The Vegetable Nutrition sector is in a phase of maturity: many companies and many products that determine growing competitive pressure
- For the top management of Green Has Italia, communication will become an increasingly strategic and fundamental touchpoint to compete effectively in the market and sustain business growth, differentiating itself from the competition
- As in many other sectors in B2B, also in the Plant Nutrition sector, communication is typically product-driven, an essential support of the commercial activity
- After a deep analysis, the creative and executive level of the advertising campaigns of the competitors was rather low, poor and banal
Our marketing strategy
- We proposed to Green Has Italia to move from a cold and impersonal technical communication to a highly engaging and emotional one, able to create a real relationship with the target
- The aim of the new communication is to position GREEN HAS Italia in a distinctive way as a company
- really leader
- a true “best in class”
- at the forefront of R&D
- tone of voice: always authoritative, emotional, “smart”
- Execution: of the highest level, totally comparable to the big brands of the B2C world
The creative idea
- We have developed a totally new graphic and communication format for the Green Has Italia press advertising campaigns, characterized by:
- Tone of voice: emotional, authoritative, smart
- Graphic mood: really premium, a true leader and able to communicate a high technological level
- High visual weight of the brand name of the single product
- High recognizability/personality
