Challenge: Farmers usually make their seed decisions in April, before the rains come in mid-May. We wanted people to switch to FORTALEZA, but it was a new seed brand that they were unfamiliar with. Also, our seeds weren't going to be available until early-May. There was a big risk that farmers would fall back on the regular corn they typically plant.
Solution: We designed and produced these Seed Certificates, printed on high-quality cardstock, to represent and communicate the value of the seeds. They were something concrete for farmers to hold onto for several weeks, until the seed was ready in May.
Result: Farmers valued these Seed Certificates as they would cash, and when the day came, thousands showed up to exchange their certificates for bags of seeds. Also, they now know the true worth of these seeds.