Wrightson Seeds Australia

Wrightson is a Melbourne-based company which breeds and validates pasture varieties, and produces and sells pasture seed for Australian dairy and livestock producers.

Since 1998, Porter Novelli has worked closely with Wrightson to promote the company’s new-generation pastures. With our assistance, the company has undertaken detailed market research on how Australian farmers prefer to receive product information and what influences their pasture seed purchase decisions. Based on this information and our detailed knowledge of the target audience, Porter Novelli annually produces highly technical testimonial articles featuring dairy and livestock producers across Australia who have used various Wrightson pastures. These articles feature in a program targeting regional and rural Australian media in addition to specialist industry publications, and also in a series of newsletters – written and designed by Porter Novelli – distributed to farmers. We also produce Wrightson advertisements for various print media. Sales revenue for Wrightson has risen dramatically since the company engaged Porter Novelli – even during the 2002 drought – while follow-up surveys have found substantially increased awareness of Wrightson and its products.

For more information about this case study, please contact Janice Hoad.