TURNING GROWER INSIGHT INTO MARKET IMPACT

BASF needed a better way to connect with dry bean growers.

While dry beans represented a relatively small segment of the broader agriculture market, they were an important business opportunity for BASF. The challenge was reaching growers who felt few companies truly understood the complexity and pressure involved in growing the crop.

BASF needed a way to strengthen relevance, build trust, and position its solutions as the clear choice within this highly specialized market.

Growers weren't looking for more product claims. They wanted to feel understood.

Through conversations with dry bean growers and agronomic experts, CLUTCH uncovered a recurring theme: pressure.

From managing weeds and disease to navigating unpredictable conditions, growers consistently described dry beans as a uniquely stressful crop to produce.

The opportunity wasn't to talk more about products. It was to acknowledge the reality growers were already living

Building a campaign around the pressures of growing dry beans.

Using insights gathered through the CLUTCH A4 process (Assess, Align, Activate, Analyze), the team developed a campaign platform that centered on a simple but powerful idea: helping growers ease the pressure.

The strategy included:

Grower and agronomist research
Audience insight development
Messaging strategy
Campaign platform creation
Retailer engagement
Regional activation

The resulting Ease Up campaign positioned BASF as a partner that understood both the emotional and agronomic realities of dry bean production

Turning insight into action through connected experiences, tools, and activation

The campaign used the concept of pressure as a unifying theme, connecting BASF's solutions directly to the challenges growers face throughout the season.

Win Through Relevance.

When organizations deeply understand the challenges, pressures and motivations of their audiences, they earn the credibility required to drive action.

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