Scientific breakthrough announcement: Agricom

Client Challenge

Agricom wanted to announce the breakthrough research findings on Ecotain/NSentinel 4, a plantain cultivar that scientifically proven to significantly reduce nitrogen leaching on farm.

HMC Solution

We developed a targeted media and stakeholder communications plan to launch Ecotain to the general public, rural audiences, and agricultural stakeholders.


  • Sales orders flowed from the time of launch and built month-on-month.
  • Industry stakeholders were well-briefed and supportive of the breakthrough.
  • More than 750,000 people reached in the first week alone through TV, print, radio and online.
  • As at the end of December 2017, audience reach was nearly 3 million.