PGG Wrightson / Base

"Maximum yield"

Base is the brand name for a tetraploid perennial ryegrass. And you thought grass was just grass. Well it’s not. Base is special – it’s NZ’s No.1.

So we treated it like No.1 with a unique campaign that show farmers the importance of building a profitable, productive farm from the ground up by simply using Base as their base. We wanted to break the mould of the stereotypical rural TVC and produce one that cut through and portrayed Base in a different light – all on a limited budget.