Raiffeisen Agro is an international network of companies present in 10 European countries, with nearly 150 years of tradition in the agricultural goods market in Austria and Germany. After a decade in Serbia, the local branch decided to take a more dynamic approach to the market. We created an integrated campaign to introduce the brand and highlight its advantages over the competition.

The campaign slogan was born from two insights: a consumer perception that “people in Serbia believe foreign products are of higher quality than domestic ones,” and a fun fact known among botanists — “plants love music.” Plants, music, and Austria naturally led to one idea: an orchestra in the field.

The key slogan, “Conduct Your Yield”, fit seamlessly into various communication channels within a 360° campaign, run in two flights over a total of six months. The “field conductor” became more than a visual metaphor — the precisely crafted key visual delivered a clear message that the responsibility for a good harvest is directly tied to choosing the right partner company — in this case, RWA Serbia.

The new campaign included a wide range of visual adaptations. The core elements of RWA’s corporate identity — strong typography and a standardized color palette from the brand book — were enhanced with vibrant photography and a focus on products in the foreground. This gave RWA Serbia a modern, business-oriented image while reinforcing the Austrian quality that stands as a promise of successful partnership for its clients.