Farmers have heard every pitch in the book for new products promising higher yields and they tend to be loyal to the brands they have been using for years. So, how can you get them to listen to yet another pitch? Sell it with science. Sound Agriculture’s mission is to help farmers tackle some of today’s biggest farming challenges more sustainably. The company’s first product, SOURCE, works to activate beneficial microbes at the root zone, reducing a farmer’s reliance on fertilizer.

‍

We unearthed insights from grower research that informed compelling messaging, supported by a digital experience and multi-channel campaign over multiple growing seasons. The program helped farmers understand that while SOURCE sounded like magic, it was shown to work through real science.

SOURCE sold out in its inaugural growing season and tripled its sales the following year. It's safe to say that SOURCE is no longer considered the “new kid on the block.”