Case Study: KWS achieves standout wheat variety launches with Mobas

KWS boosts variety launch recall at Cereals with Mobas

KWS, one of the UK's most respected plant breeders, faced the challenge of launching three new winter wheat varieties with distinct personalities that could cut through a conservative market. They needed bold, memorable, and strategically grounded campaign identities for Arnie, Valencis, and Scope to appeal to farmers and agronomists while building a coherent portfolio. Mobas was appointed to provide creative and design services to meet this challenge.

Mobas created character-led identities for each variety, positioning Arnie as "The Guv'nor," Valencis as "The Winter Warrior," and Scope as "In Sight." The solution included naming, identity development, narrative frameworks, and high-impact creative assets for multi-touchpoint activation. The result was strong standout at industry events, high recall among the target audience, clear variety differentiation, and positive internal alignment for KWS. Mobas delivered a confident, modern creative platform that set a new standard for the client's future product launches.

KWS