R+K partnered with GSi on positioning research and, understanding that farmers must make a choice with limited data and unpredictability, arrived at the strategic positioning “Takes Out the Guesswork,” which testing confirmed was emotionally compelling and resonated extremely well with premium fungicide users. Using GCI, we created a dramatic, finely tuned operation where everything works together at the hand of a smart and discretionary precision grower. This panoramic POV rooted our “Precision” campaign and served as a foundation for a variety of media uses including TV, pre-roll, print, social, experiential, digital and collateral.