CHALLENGE As NZ’s leading herbicide for years, Roundup commands a strong price premium, but tough economic times were challenging the loyalty of cash-strapped farmers. APPROACH Using humour, we called farmers out. We reminded them Roundup is the original, authentic herbicide, and challenged them to think about the quality of their purchases. OUTCOME In a dry B2B category, being real, up-front and using colloquial language separated Roundup as the authentic option, well worth a few extra dollars. The ads cemented Roundup’s position as market leaders, successfully retaining current customers and gaining many more.