Rallying Farmers Through Change
Channel® — Rise Brand Relaunch
challenge
Turning Change Into Trust
Channel® Seed entered a critical moment when it joined forces with 10 regional seed brands. While the move expanded capability, it also introduced hesitation among dealers and farmers navigating unfamiliar change. Channel needed to quickly rally its audience, retain loyalty, and rebuild confidence in a new, unified brand. The challenge was to turn large-scale change into belief and momentum.
audience
From Uncertain to Confident
The campaign targeted farmers energized by better — those who see challenges as opportunities rather than threats. This audience is digitally savvy, research-driven, and motivated to continuously raise performance. They are not afraid of risk, but they require trusted partners and resources to move forward. The campaign needed to reassure them that Channel was not changing away from them, but evolving for them.
solution
A Call to Rise
HLK launched Rise to the Challenge as a rallying cry for a new era of Channel. The integrated campaign positioned Channel as a leading-edge partner equipped to help farmers harness change for success. TV, print, radio, rich media, and social worked together to showcase Channel’s expanded agronomic support and SeedPros. Real people, real expertise, and a confident tone transformed consolidation into inspiration.
results
Confidence Activated
The campaign generated immediate traction, driving awareness and engagement across channels. Farmers took notice of the new Channel story, with recall and perception improving quickly. The message of confidence resonated strongly, helping steady brand consideration during the growing season. Early performance indicates the campaign successfully turned uncertainty into trust.
+ 4 %
increase in overall brand awareness
2 x
lift in print ad recall
"confidence"
emerged as the top brand association