Seedsman Ignite

Seedsman Ignite


Setting up a sales team for a successful season by providing them with some extra horsepower.


Harnessing the Power of Change

Channel® brand made the strategic decision to join forces with 10 other Bayer regional seed brands to bring farmers a deeper product portfolio and greater on-the-ground support.

Our challenge was to rally seed dealers at their annual sales event around this refreshed brand and strategy by helping them harness the change to their advantage.

Why we love it

This event was unique in that it was the first Seedsman Ignite where Channel and 10 other Bayer-owned regional seed brands came together around a common brand and strategy. The work won a NAMA National Best of Show in 2024.

Four Stickers Four Stickers


Setting a New Pace

We used the momentum of the brand transition to bring together dealers from different brands and rally them around a new vision.

Seedsman Ignite invites nearly 50% of SeedPros to the annual sales kickoff event as it’s the best opportunity to create a sense of shared community and to excite and motivate them for their shared future with Channel.

The event took place in Louisville, Kentucky, which inspired a Kentucky Derby theme. The excitement of a horse race was exactly the feeling we wanted to ignite within our SeedPros, sending them “off to the races” for a successful sales season.

Ignite 2023 collage Ignite 2023 collage


From Skeptical to Respected

In general, farmers are slow to trust and hard to impress. Farmers don’t want to be sold to. They know every decision they make has a ripple effect across their entire farm. When they choose a new seed brand, their livelihoods are on the line.

We knew that for a prospective farmer to consider Channel, proven performance was paramount. And we also knew our campaign needed to approach this new relationship the same way a Channel Seedsman would — with respect, integrity and some expert advice.



Clearing the Field

The Off to the Races theme came to life through the following tactics:

  • A complete takeover of the hotel conference floor, highlighting racing and performance messaging
  • Swag bags including bourbon (made by a SeedPro using Channel corn), vests, shirts, whiskey glasses and a bandana
  • A short hype video debuting the new, enhanced Channel brand’s Rise to the Challenge campaign

  • 88%


    increase in attendees who rated the event as excellent