Product Launch - demand generation campaign

This was Elsoms first major wheat variety launch in years, and a key opportunity to shift perceptions of our position in the market. I worked closely with breeders, sales, and internal teams to understand the product’s value and develop and execute a confident strategy to reflect it. “Top for 24” was brought to life through press, email campaigns, PPC, digital, events, and PR campaigns, supported by standout creative and consistent messaging. The Grower’s Guide followed in year two to maintain demand and strengthen merchant support — achieving over 1,500 downloads from key customers.