Weed control in oilseed rape had seen little innovation in a generation. Growers had little option but to use pre-emergence herbicides, ahead of knowing if their crop had established or what weed problems would emerge. Common practice, but a high risk ‘spray and prey’ control strategy. Unsurprisingly, it was deterring many growers from sowing OSR as an important ‘break crop’.

But then along came Belkar, Corteva’s breakthrough herbicide for OSR growers.

As Belkar was a true post-emergence solution, growers could now eliminate the guesswork. The crop could be left to establish, and then quality and any accompanying weed problem could be seen and assessed before investing in a spray programme – reducing risk and cost in the process.

We took to the studio for this campaign, investing heavily in highly detailed photography and multi-layered stop motion post-production. This built a powerful visual endorsing the ‘breakthrough’ message both in static and animated form.

Corteva had teased the sector about Belkar, but this really was game changing chemistry. After launching at the UK’s biggest agri trade event, the campaign continues to successfully build awareness across online and offline channels and drive sales in the OSR sector.