Background Information
Client
Sym-Agro
Timespan
+- 3 months
Services
The Challenge
At Ross Creative Works, we partner with brands that are working toward a better future for agriculture. When Sym-Agro approached us about expanding the audience for Cinnerate—a triple-action fungicide, miticide, and insecticide—we saw an opportunity to support a product that empowers growers to make safer, more effective choices for their crops and the environment.
Cinnerate needed to break out of the “quick fix” mindset many growers had toward crop protection. Sym-Agro wanted to shift the conversation from short-term solutions to long-term prevention—without alienating their existing organic grower base. The challenge: craft a message that connected with conventional growers while staying true to the product’s organic roots.
The Insight
We knew this campaign needed to meet two different audiences where they are, so we leaned into storytelling that emphasized control, balance, and efficiency. We built a visual identity and message architecture that spoke to both grower mindsets—and made it easy for Sym-Agro’s internal team to continue the work across platforms.
The Tactics
- Developed the “Cinnergy” campaign, a visual concept showing rotating spheres of protection that represent product benefits orbiting the crop—symbolizing control, balance, and protection.
- Adapted messaging and visuals by crop type and season, with targeted references to weather-driven disease pressure.
- Created a full suite of marketing materials including tech sheets, sell sheets, e-blasts, and newsletter templates—all designed to be easily updated by the client.
Digital Design
We updated the e-newsletter template to work within the established Sym-Agro ecosystem, but also brought in new brand assets from the campaign. This included developing charts and graph templates in PowerPoint that were easy for the client to update and insert into the newsletter themselves.
The Response
The goals were to increase awareness and sales of Cinnerate, and we achieved both.