A smashing success: Using high impact creative to make big gains
Client
Barenbrug
Services
Marketing & Advertising
Industry
Agriculture
Barenbrug (formerly New Zealand Agriseeds) is a powerhouse of New Zealand agriculture. They breed and supply the high-performance pasture seeds that keep our farmers globally competitive. While now fully owned by their Dutch parent company, Barenbrug continues to operate with a deeply Kiwi soul, delivering solutions tailored to local conditions and challenges.
- #1 product position for perennial ryegrass
- 10+ years of successful brand building
Launch a new product and catapult the brand's reputation
Our partnership began with a bold brief: launch Trojan, a perennial ryegrass offering class-leading productivity and insect defence. The product was exceptional – but the rural reseller market is crowded, and cutting through the noise is notoriously difficult. Barenbrug needed a strategy that would match their confidence in Trojan and demand attention from farmers and resellers alike.
High visibility in any weather
To win attention, we went where farmers already were. The TV weather report is appointment viewing in rural New Zealand, so we secured the final ad spot before the weather, seven nights a week, for the duration of the campaign. This media-first for Barenbrug signalled absolute belief in Trojan and ensured the message landed with maximum impact. Creatively, we tackled a major pain point: the Black Beetle, a pest capable of devastating pasture. Our high-impact TVC showed the beetle smashing against the inside of the screen – a visceral, memorable way to dramatise Trojan\'s insect defence and instantly connect with farmers\' real-world frustrations. The Trojan launch exceeded expectations and laid the foundation for a decade-long partnership. By smashing targets from day one, we helped establish a level of trust that has carried through every subsequent product launch, turning Barenbrug into a rural household name for pastoral performance.
The "Trojan" breakthrough
We created the iconic "smashing beetle" TVC combined with the full suite of print, brochures and giveaways, firmly positioning Barenbrug as a major player in the rural sector.
The Maxsyn follow-up
Building on Trojan's success, we launched Maxsyn, now New Zealand's top-selling perennial ryegrass. We've helped Barenbrug maintain the #1 market position across two generations of the product.
The brand transition
We guided the shift from Agriseeds to Barenbrug, preserving hard-earned trust with Kiwi farmers while leveraging the global prestige of the Barenbrug name.
Our partnership with Barenbrug is built on commercial grit, creative bravery and a shared refusal to settle for bog-standard rural marketing. Acting as an extension of their team, we've helped launch category-defining products and maintain market dominance year after year. A decade on, we're proud to have played a role in building the brand authority that keeps Barenbrug at the top of New Zealand's agricultural food chain.
#1
Perennial ryegrass market position
10+
Years of brand partnership
2
Category-defining product launches
#1 sellers
Trojan and Maxsyn have both led the market as New Zealand's top perennial ryegrasses.
Brand recognition
Barenbrug has grown from a respected seed breeder into a major name in New Zealand agriculture.
Reputational growth
Innovative product launches have positioned Barenbrug as a forward-thinking partner for Kiwi farmers.
"Mint have been central to Barenbrug's brand journey. Their insight, creativity and commitment have helped us launch category-defining products and strengthen our position in the market. They bring energy, expertise and genuine partnership – and the results speak for themselves."
Share this project
Previous project
Heartland Potato Chips
Next project
Wools of New Zealand