Smart Nutrition MAP+MST Wedding Toast Radio 

Audio

2024 NAMA Award - First Place

Our 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.

Radio is still a vital piece to reaching farmers across North America. With the refresh of the Smart Nutrition MAP+MST creative, we wanted to make a splash on radio and come up with a fun and creative approach that would break away from traditional ag radio spots and be memorable to listeners.

While the new creative is centered around a new animated character, “Sulpho,” we wanted to humanize the product in radio. In the spot, an over eager farmer is so excited about his new fertilizer, Smart Nutrition MAP+MST, he makes a toast at a wedding that ultimately turns into an awkward promotion. Listing off benefits like how the wedding reminds him of how Smart Nutrition MAP+MST is a beautiful combination of sulfur and phosphorus.