The landscape of NZ farming is changing. Farmers are looking for higher production and profitability, while at the same time, consumers and local authorities are demanding it to be done in an environmentally sustainable way. Better financial performance while looking after the environment. Our challenge was to reposition Abron to deliver both and to present the brand more confidently in the market; as the choice for the forward thinking farmer. The market shouldn't see Abron as 'the fringe alternative’ option, but a viable path to a more resilient, profitable farm.
Applying our D5 model we held interviews with current and non customers across New Zealand on beef, dairy and sheep farms. Focus groups were undertaken with the senior management team and with staff at the coal face. This research was then distilled into a singular statement to articulate the core Abron offering. This project included the design of Abron’s visuals (including photography) and voice, building and vehicle signage and all communication touch points to clients and potential customers.