OBP Client Brands DEKALB®, Asgrow® and Deltapine® Win Golden ARC Awards
Effective planning and strong storytelling earned OBP client brands DEKALB, Asgrow and Deltapine three Golden ARC Awards at the 2021 Agricultural Relations Council (ARC) annual awards banquet in October. In addition, Deltapine brand cotton took the top honor – the Golden ARC de Excellence – for its 2020 New Product Evaluators (NPE) Summit media engagement event. DEKALB brand corn and Asgrow brand soybeans took home gold placement awards for Radio Broadcast Media Relations for an Ag Audience and Campaigns for Brand Reputation.
The annual Deltapine NPE Summit is a signature media engagement event for the brand, resulting in strong media coverage, thanks to many on-site interview opportunities with growers. Due to the pandemic, the 2020 NPE Summit transitioned to a virtual format. The OBP PR and Experiential teams proactively planned and coordinated with news media for an event experience that significantly exceeded objectives and previous results.
In the Brand Reputation Campaign category, DEKALB partnered with the National FFA Organization and NASCAR driver Clint Bowyer to offer students the “Winning Has Roots” scholarship. The scholarship supports future leaders in agriculture focused on success and winning performance. The integrated communications plan generated audience engagement and excitement for the scholarship across traditional media platforms, as well as digital channels.
The DEKALB and Asgrow brands won a Golden ARC Award for Ag Audience Radio Broadcast Media Relations. The winning “Managing for Profit” program included partnering with Brownfield Ag News to produce sponsored radio interviews featuring agronomic and brand marketing experts.
We’re humbled and honored to create meaningful results for our clients. We are passionate about our work and building brand success for our client partners. We thank the Agricultural Relations Council association for their dedication to serving the unique needs of public relations professionals passionate about the future success of agriculture, food and fiber.