Smart Nutrition MAP + MST Sulpho Billboard 

Billboards

2024 NAMA Award - Merit

The challenge was to increase brand awareness for Smart Nutrition MAP+MST among growers and retailers, emphasizing the product’s innovative sulfur and phosphorus delivery system. Many growers, despite relying on digital sources for information, still value physical advertisements they encounter during their daily routines. To address this, the campaign introduced “Sulpho,” a memorable character designed to keep Smart Nutrition MAP+MST top of mind. The strategic use of billboards ensured that the brand message would be seen by target audiences in highly trafficked areas, making it easier for them to relate to the product and driving them to either visit the website or contact a sales representative. 

Our billboard sought to increase visibility for Smart Nutrition MAP+MST and create a lasting impression among the target audience of next-generation growers, large-scale operators, and solutions providers.

By positioning billboards in key geotargeted locations, near where the MST product is physically sold or stored, the campaign aimed to boost product recognition and sales while reducing transportation costs. The results showed that these billboards were well-placed, generating over 1 million monthly impressions. The strategic placement helped support business goals by improving margins and increasing brand visibility where it mattered most.