In agricultural marketing, our experience tells us the simpler the idea, the better farmers and the trade engage with it. They’re time poor and they like to ‘get it’ quickly.

That was the case with the launch of Bamford, a new winter wheat with enormous potential bred by seed specialists Elsoms. Beyond its impressive yield and disease resistance credentials, a big attraction for growers is Bamford’s versatility. It meets the required standards for multiple end-market uses including biscuit milling, export, and distilling, expanding a grower’s commercial options at harvest.

Launching the variety by creating bold and consistent awareness of the name was a priority in the brief. Our idea used an old creative trick – embed the message around the product name. A simple execution which allowed us to rotate various messages about the benefits of growing Bamford whilst keeping the product name front and centre of every headline.

The client immediately saw the flexibility of the construct especially as the lead message made a confident market leader claim; something they were keen to capitalise on after securing top spot in the AHDB list.

The variety soft launched at regional events in 2023 ahead of its first full commercial year in 2024.  Events were supported by promotional giveaways, with Bamford featuring heavily on the client’s stand at Cereals – the premier annual event for all involved in the arable industry. Print and digital advertising in national and regional sector specific titles built awareness and created launch noise.

Take up was hugely encouraging with in excess of 12,000 tonnes of C2 seed expected to be in the ground on farm in 2025. That gives Bamford an expected 8% share of the winter wheat market. The campaign is now returning for ‘season two’!