A Queensland-based brand established more than 50 years ago, Pacific Seeds is a leading seed producer supporting farmers across the country. With a focus on research and technological innovation, Pacific Seeds supplies canola, field corn, grain sorghum, grazing oats, summer forage and wheat to Australia’s farming sector.
After several years operating under the Advanta Seeds brand, Pacific Seeds returned to its original name and sought support from BBS to provide proactive internal and external communication, including media relations and brand communication.
In line with the communications strategy, BBS developed content for industry and mainstream media that has placed Pacific Seeds as a major voice of the agriculture industry on a state and national level.
This strong position as an industry leader was further reinforced through the creation of the Pacific Seeds podcast. BBS led the podcast concept development, project management and recording process, including the use of BBS’ in-house media producer to deliver the podcast series – Behind the Seed. The series was identified as not only an opportunity to deliver branded content to existing customers and industry members, but also as a way to humanise complex agricultural practices to an audience entirely outside of the industry.
BBS’ work also extended to company-wide activities during the brand transition and also major corporate milestones including leadership changes and a legal case involving parent company.