Bovine Bliss

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AUCKLAND, Today: Creative indie Big Communications has teamed up superchef Al Brown with a herd of hungry cows to drive home a charming new campaign for Pioneer brand seeds.

Will Yates, MD of Genetic Technologies, which represents Pioneer in this country, said: “Drive around much of rural New Zealand and you’ll notice red and white signs with the name Pioneer and what looks like a serial number, placed alongside paddocks of lush looking corn crops.

“In fact, what you’re looking at is an important supplementary feed for many New Zealand dairy farmers: maize for silage.

“As the leading supplier of maize hybrids in New Zealand, Pioneer brand seeds are grown and processed in Gisborne.

Joe Holden, Creative Director of Big Communications said: “We wanted to celebrate two things.

“The first is that farmers care very much about what they feed their stock.

“The second is that cows love maize silage. Having Al prepare a dish for an al fresco banquet, and then showing him enjoying the rug-pull as cows – not humans – rush to the table is a heartwarming scene and one we think everyone will enjoy.”

Yates says it’s a slightly new direction for the brand. “We use a range of channels to promote maize to New Zealand farmers,” he said.

“Through print, digital, radio, and our own sales team and rural merchant partners, we communicate the farm performance and environmental benefits of farmers growing and feeding maize.

“With this new TV commercial, we imagined farmers sitting in front of the television on a Sunday evening. We wanted to bring a smile to their faces while showing how much cows love the taste and goodness of maize silage.”

Big MD Ant Salmon notes the lengthy involvement of the Yates family with farming in New Zealand:“Will’s family have been in the seed business for generations, and Genetic Technologies is a Kiwi business through and though.

“That local flavour is emphasised with the presence of Al Brown, someone who cares deeply about the provenance of food in New Zealand.”

Product background
Feeding maize silage to cows results in extended milking, improved reproductive performance and higher farm profits. There are also many environmental benefits of growing maize, including less nitrogen leaching, more efficient water and lower fertiliser use.

Modern maize hybrids produce consistently high yields even under challenging growing conditions. The tall maize crop in the commercial was filmed just south of Auckland – a region in the grip of its worst drought for decades. This shows that even in dry seasons when pastures stop growing, maize can still produce successful yields to fill those inevitable feed gaps.


Client: Genetic Technologies Limited
Agency: Big Communications
Production: Bunker
Big MD: Ant Salmon – Managing Director
CD: Joe Holden – Creative Director
Senior Art Director: Mike Knight
Copywriter: Andrew Davidson
Senior Account Manager: Adam Sole
Director: Luke Sharpe
DOP: Todd Bilton
Colourist: Dave Gibson
Sound: Native Audio

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