With G3’s tagline of “Forward, we grow” in mind, 6P Marketing devised an outer-space theme, with grain elevators depicted as space-shuttle launching stations. We saw G3 as the NASA of the grain marketing industry. The campaign tagline became “Go beyond conventional, with innovation brought down to earth,” and copy on all communications was used to discuss the three proof points that were deemed differentiators for G3 and the biggest benefits to customers: speed and innovation, state-of-the-art facilities, and customer experience.
G3’s visuals employed surreal elements to communicate its forward-thinking vision and innovation, as well as its speed and state-of-the-art facilities. Starry backgrounds over grain fields were featured heavily, and other celestial elements were included where possible. This concept was bold, stood out from all other competitor campaigns, and spoke to the target audience’s progressive nature and search for a better way of doing things.
Over the five years of working with G3, each year it has met it’s grain origination targets. Competing with competitors that are generations old, in an extremely short period of time, G3 has secured its place within the top three grain marketing companies in Canada. Marketing is now focused on increasing margin and increasing the adoption of its hybrid customer service solutions.
