Smart Nutrition MAP + MST Micro Major Single Ad

Single Page Ads

2024 NAMA Award - First

As crop yields continue to increase, and pollution controls reduce the availability of reduced atmospheric sulfur, farmers and agronomists are challenged to consider whether enough of the nutrient is being made available to growing crops. Our challenge was to engage farmers and agronomists in the sulfur conversation and promote sulfur management as a critical aspect of crop nutrition, specifically through the adoption of Smart Nutrition MAP+MST.   

The team of agronomists at Nutrien Premium Fertilizer Technology refer to sulfur as the fourth major nutrient behind NPK. Smart Nutrition MAP+MST utilizes a micronized elemental sulfur that oxidizes faster. This micronized technology allows growers to apply an elemental sulfur source that will be plant available in the year they apply it. We created a print ad highlighting this contrast and benefit with the headline “MICRONIZED SULFUR. MAJOR NUTRITION.”  

The ad features “Sulpho” – a new character developed as part of the Smart Nutrition MAP+MST brand, coupled with eye-catching macro photography of crops relevant to the product and target sales regions. Together, they create an ad that breaks the “sea of sameness” in today’s ad environment and promotes the need for sulfur in modern agriculture.