Australian Crop Breeders is a company that oversees and manages new crop varieties for the Australian grain industry. They collaborate with breeders, seed companies, and growers to enhance crop performance and support sustainable agricultural practices.

The EPR Campaign was designed to address key challenges and misconceptions among Australian grain growers regarding End Point Royalties (EPRs/a seed license). Misconceptions included beliefs that EPRs are too costly, that seed companies are unfairly profiting, and that penalties for non-compliance are not enforced. These issues highlighted the need for clear communication to correct misunderstandings and reinforce the importance and benefits of EPRs for the grain industry.

The creative approach combined a strong, benefit-focused campaign tagline and relevant imagery.

Website design: varietycentral.com.au/