ACCELERATING ADOPTION THROUGH STRATEGIC POSITIONING

Mosaic Biosciences

Mosaic partnered with CLUTCH to launch a newly acquired biologicals portfolio by creating a market position that connected with growers, aligned with retailers, and accelerated adoption across the channel.

1,045
Customer conversations generated
281
Qualified leads delivered
XX%
Retailer growth
X,XXX
Co-marketing programs activated

The Challenge

Mosaic needed a better way to drive adoption.

After entering the biologicals market through acquisition, Mosaic faced a category-wide credibility challenge. Growers were interested but skeptical, retailers struggled to connect biologicals to their existing business, and many competitors were making similar claims.

To accelerate growth, Mosaic needed a strategy that would build trust, simplify the story, and make biologicals easier for both retailers and growers to adopt.

The Insight

Biologicals didn't need a better product story. They needed a more familiar one.

Instead of introducing biologicals as a completely new category, CLUTCH connected them to something growers and retailers already trusted: crop nutrition.

That shift made biologicals easier to understand, easier to sell, and easier to adopt.

The Solution

Reframing biologicals as part of crop nutrition.

CLUTCH developed a positioning and go-to-market strategy that embedded biologicals within Mosaic's broader crop nutrition story. To bring the strategy to life, CLUTCH developed The Corn Sprint, a campaign that simplified complex science into a visual, easy-to-understand story that retailers could confidently communicate and growers could quickly understand.

The approach included:

Market positioning and category strategy
Retail channel activation
Grower engagement strategy
Sales enablement tools
Full-funnel campaign development
Co-marketing programs with retail partners

The Results

1,045 direct customer conversations generated.
281 qualified leads delivered to the Mosaic sales team.
Increased retailer recruitment and participation.
Activated targeted audiences through paid media.
Expanded co-marketing programs with retail partners.
Participating retailers outperformed  non-participating retailers in growth metrics.
More importantly, Mosaic established a repeatable go-to-market model for driving biological adoption through both retail and grower channels.

The Work

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

The Corn Sprint became the bridge between strategy and adoption, giving retailers a practical story to tell and growers a clearer understanding of how biologicals support crop performance.

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Takeaways

Great Products Need Great Positioning

New categories don’t win because they’re new. They win when customers can quickly understand where they fit, why they matter and how they create value.

Let’s talk about your go-to-market strategy >