Make it Count Spring Campaign
THE CHALLENGE
Farmers are increasingly viewing fertiliser as a commodity, making it harder for Ballance to differentiate on product alone. To protect and grow market share, Ballance needed to reinforce its position as a trusted partner – delivering advice, service, and solutions that farmers valued beyond price.
THE THINKING
Research confirmed that farmers want more than fertiliser – they want trusted, consistent advice, fair value, and confidence that their co-op is working for them. Efficiency remained a core need, but the opportunity was bigger: to show farmers that Ballance understands their pressures, respects their time, and can provide science-backed solutions tailored to their farm systems. The strategy was to evolve the “Make it Count” platform from a product efficiency message into a broader promise of partnership, told in the farmer’s voice, substantiated with proof points, and expert insights that build trust and long-term loyalty.
THE IDEA
The Spring campaign centred on “Make it Count”, reframed through the lens of trust and partnership. The creative approach combined emotive storytelling with practical proof points, showing Ballance as a co-op that listens, understands, and delivers. Specific messages addressed real needs and benefits, while highlighting the farmer voices as the most credible advocates. Tools like SpreadWise and MyBallance were featured as practical enablers of smarter decisions, reinforcing the message that Ballance is by the farmer’s side, helping them plan with confidence and maximise their potential.
THE RESULT
The refreshed campaign provided clarity and consistency across channels, from video and radio to press, digital, and CRM. By leading with the farmer voice and substantiating claims with expert advice, Ballance deepened perceptions of value and trust.
By anchoring the co-op’s leadership in trust, efficiency, and science, Ballance strengthened its role as the partner farmers rely on, not just for fertiliser, but for the future of New Zealand farming.