CLIENT
Agrium Advanced Technologies

DESCRIPTION
POLYON is a signature fertilizer from Agrium Advanced Technologies (AAT), a company known for its slow- and controlled-release fertilizer technologies. Canyon developed an advertising campaign designed to position POLYON in the golf market as a premier fertilizer product that provides confidence, performance and affordability. The concept for the ads made use of POLYON's trademarked green color, and used actual product to create the compelling "art" used in the ads.

AUDIENCE
Golf Course Superintendents with a secondary audience of Horticulture Professionals.

RESULT
The ad campaign appeared in the top three trade publications the targeted course superintendents rely on for up-to-date industry information. The campaign created buzz for POLYON and AAT because it showed the product in such an unconventional way. The recognition has helped open up sales opportunities for AAT reps among targeted customers who were exposed to the advertising.