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.
Groundwork & Strategy
Built deep product knowledge through cross-team collaboration to define clear, confident messaging.
Creative Development
Worked on creative concept and campaign development. Lead campaign execution in press, online and at industry events.
Multi-Channel Execution and Performance
Rolled out across press, digital, and PR – supported by a Grower’s Guide developed with the sales team. With 1,500+ downloads from key buyers, the guide was the focal point of our digital campaign and has become a valued asset for Bamford merchants. The campaign is consistently reviewed and is being optimised even now.
In its first commercial year, Bamford generated nearly £2 million in sales and captured over 10% of the UK Group 3 wheat market — an exceptional result for a new entrant. The “Top for 24/25” concept continues to provide flexible messaging across seasons and platforms, and has laid the groundwork for future campaigns that balance ambition with commercial impact.