Limagrain UK, a part of the world’s fourth largest seed breeder, engaged rbl with a simple brief – help us tell our story better.

With roots in farming, proven expertise and a stable of leading varieties it had all the ingredients for success. But in a market where customers are under pressure and competitors are mobilising, their message wasn’t cutting through.

A review of the work already done by the team highlighted a significant challenge – market leading levels of brand awareness but little knowledge of what the brand was all about. 

Using primary research with partners, customers and the team we heard about the pressure farmers are under from climate change, squeezed margins and changing regulations. As an industry vital to the future of the planet these customers need great, consistently performing products but also someone they can rely on for help and advice.

Our story showed how Limagrain’s heritage, knowledge of the sector, world-leading science and committed people combine to help farmers thrive. With a track record of top performing varieties it means they can justifiably lay claim to their new positioning as ‘your trusted seed partner in a changing world.’

With the story agreed we worked within their global identity guidelines to give the company a modern image to match. Using under-utilised elements of their brand we created bold visual representations, pushing their photography style further to create a timeless, clear and confident brand expression. This enables them to execute a powerful brand story that supports, rather than conflicts with the need to promote specific seed varieties.

We worked with the team to help put it into practice including a working session at the company’s annual conference. This allowed employees to learn about the importance of brand, understand the new story and explore how they could use it everyday to support the growth ambitions of the business.

‘rbl quickly understood the complexities of our business and the need to balance multiple stakeholder views. They’ve done that without compromising the final output and helped us to tell a really compelling story. We wanted to ensure that our brand voice was deployable across our product marketing campaigns. The support rbl gave us with this has enabled our brand to come to life within our product communications. It’s given us something that’s accessible to the whole business which we’re using to create a much more powerful impact for our brand and strong commercials.’

Will Charlton – Marketing Manager