Managing tax in an industry defined by ups and downs is tricky. PrePay Plus was designed to simplify financial planning for farmers, especially after good rainfall and healthy harvests, when tax bills are high. The problem for Nutrien was that traditional finance practice had muddied the sector with dry language and misconceptions. Our challenge was to shine a light on how Nutrien had redefined finance for ag. A fresh look for a new way to pay.

The strength of the PrePay Plus offering comes from the masterbrand’s legacy and the rewards of being a loyal customer. In other words, it pays to be with Nutrien. We carried this optimistic tone through campaign material, limiting finance jargon and championing farm culture. 

The running narrative for the campaign platform was about confidence, flexibility and authenticity. Sunny photography and freehand animations give light to these ideas. The illustrated touch brought a welcome glimmer of colour to a typically white-collar sector. Sketches capture familiar moments from farm life, reinforcing the sense of belonging for Nutrien customers.