Case Study: Pioneer Canada strengthens canola market leadership with Think Shift's 100 Series launch campaign

Pioneer Canada boosts canola sales 3x and drives 133% higher engagement with Think Shift

Pioneer Canada, a major agricultural company, faced a challenge in repositioning its brand as a leader in the canola seed market. With the launch of its new 100 Series Canola hybrids, the company needed to overcome market perceptions and generate significant demand ahead of planting season. Think Shift was engaged to develop a launch campaign that would address this challenge.

Think Shift created an integrated campaign that reframed the product launch as a centennial celebration of Pioneer's commitment to growers, anchored by the bold rallying cry "100 Years of Give-a-S#!t." The solution involved a six-phase rollout across multiple channels, from internal sales enablement to public relations and paid media. The results were exceptional, with the sales program exceeding expectations by achieving a 30% conversion rate on new customers and selling 21,044 units against a typical baseline of 5,000. Think Shift's campaign also drove a 133% increase in overall engagement and helped Pioneer grow its market share in a declining canola market.

Pioneer Canada