EXCEL AG
Momentum at 25: How Brand Strategy Powered Excel AG's Global Growth
Client
Excel AG
Scope
Brand Strategy · Customer Journey Architecture · Content Production · Sales Enablement · Digital Infrastructure
Vertical
Agriculture, B2B, Global
01
The Problem
World-class products. A brand that hadn’t kept up.
Excel AG had everything a 25-year agribusiness should have: 100+ proprietary, US-made crop protection and nutrition products. 32 OMRI certifications. Flagship innovations like Saeta, a dual-mode calcium phosphonate that delivers fungistatic protection and biostimulant action in a single application, and Ovex, the first organic-certified ovicide on the market. Operations across six continents, with on-the-ground representation in 18+ countries.
But the brand itself hadn’t kept pace.
Messaging was fragmented across markets. Their website, frozen in 2020, projected a company far smaller than its reality. Sales teams had world-class products and no world-class tools to sell them. Customer acquisition, for both growers and distributors, had no intentional architecture.
A company serving agriculture on six continents was communicating like a regional supplier. The products led. The brand didn’t follow.
THE ENGAGEMENT HAD TO:
- Unify a fragmented global message into one clear, cross-continent narrative
- Make the scientific depth and sustainability leadership visible, not just claimed
- Build intentional customer acquisition systems for both B2B growers and B2B distributor
- Equip the sales force with professional-grade tools: catalogs, decks, trade show assets
- Create an ongoing content engine that positions Excel AG as a category authority, not a commodity supplier
02
The Insight
In agri-tech, buyers don’t just evaluate products.
They evaluate credibility.
A grower in Guatemala facing disease pressure doesn’t buy a fungicide. They buy confidence that the application will work and that the company behind it will be there next season. A distributor in India doesn’t sign with a manufacturer. They sign with a partner who can help them sell.
The gap wasn’t creative. It was structural. Excel AG needed not a campaign but a complete brand architecture, one that could travel across continents, cultures, and crop markets with the same authority their science already carried.
The four pillars weren’t a marketing copy. Innovation, Technology, Healthy Food, and Sustainability described an operational reality: US-based manufacturing, 32 OMRI-certified products, triple-rinse packaging programs, multi-generational resistance strategies, and an R&D pipeline built on continuous improvement. The job was to make that reality visible, and to build the systems that would turn brand presence into commercial momentum.
BRAND PLATFORM: From Lab to Field, and Every Market in Between.
03
The Solution
Not a campaign. A partnership infrastructure.
BG didn’t produce a campaign. We built a partnership infrastructure: Six interconnected workstreams that gave Excel AG a brand architecture as sophisticated as its science.
01
Brand Strategy & Positioning. Competitor analysis, whitespace identification, and a global messaging framework built on the four operational pillars. A narrative architecture that positions Excel AG as science-led, sustainability-proven, family-held, and globally deployed, distinct from every commodity ag-input supplier.
02
Customer Journey Architecture. Dual-path acquisition systems, one for B2B growers, one for B2B distributors, each mapped across six stages from Discovery through Advocacy. Every touchpoint designed, every handoff intentional. The result: a repeatable system for acquiring and retaining customers across markets.
03
Content Production & Thought Leadership. Flagship corporate video scripted and produced across farms, R&D labs, and executive interviews; macro plant footage, drone cinematography, bilingual voice-over. An ongoing thought leadership video series that positions Excel AG’s leadership as category authorities. Campaign-specific content including the Banano campaign and 25-Year Anniversary event branding.
04
Digital Infrastructure. Complete website redesign, restructured to reflect global scale, product depth, and sustainability leadership. Landing page architecture for campaign deployment. Bilingual content strategy for Latin American and Asian markets.
05
Sales Enablement. Product catalogs, presentation decks, trade show assets, and templates, designed, templated, and deployed. Every distributor meeting, every grower conversation, every trade presentation now operates from professional-grade, on-brand materials.
06
Campaign Execution. The Banano campaign, targeting banana growers with video, email, landing page, and LinkedIn amplification, delivered 106,000+ impressions, a 202% traffic increase (peaking at 2,000%), 7,900+ link clicks, and 53,000+ LinkedIn accounts reached. Across all thought leadership deployments, web traffic spiked measurably with every content release.
04
Launch Direction
One brand system. Every market. Every channel.
The brand film and messaging framework rolled out as a unified global asset: Trade shows, investor meetings, digital channels, and bilingual distribution across Latin America and Asia. The customer journey architecture activated incrementally: Discovery content pulled prospects in, sales enablement tools moved them through consideration and transaction, and ongoing thought leadership built retention and advocacy.
The 25-Year Anniversary event in 2026 marked the inflection point: A company that had spent two and a half decades building world-class products now had a brand presence that matched its ambition.
05
The Outcome
A brand that finally tells the truth about what the company built.
Excel AG no longer looks smaller than it is. It looks like what it is, a global leader in sustainable crop solutions, backed by a brand system that works as hard as its products do.
External Recognition. Named Top Sustainable Crop Production Solution 2025 by Agri Business Review, selected through expert panel evaluation and editorial leadership review. Included in Agri Business Review’s Top Agriculture Sustainability Companies showcase.
Commercial Growth. 20% year-over-year gross sales growth sustained over a two-year period during the partnership, direct evidence that brand investment translated to commercial momentum.
Sales Infrastructure. A complete enablement toolkit: Catalogs, decks, templates, trade show assets, replaced ad-hoc materials. Sales teams now operate from professional-grade, on-brand systems across every market.
Content Engine. An ongoing thought leadership operation: Video series, campaign assets, digital infrastructure, that compounds in value with every deployment. Every content release drives measurable audience engagement.
Global Brand Unity. A fragmented presence unified into a single, coherent narrative. The brand now travels across six continents, multiple languages, and diverse crop markets, with the same authority the science always carried.
A 25-year company didn’t need to reinvent itself.
It needed a brand that finally told the truth about what it had already built. BG delivered and the market responded.