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Opportunity Knocks

Engaging An Ecosystem to Shift Thinking 

As one of the leading producers of ammonium sulfate (AMS), AdvanSix turned to CLUTCH to help increase category demand while helping soybean farmers be more profitable. The plan was based off of research done at leading land-grant universities, which showed that increased levels of both sulfur and nitrogen – both of which are present in AMS – can increase soybean yields by as much as 13 bushels per acre.

The challenge AdvanSix had to overcome is the traditionally low number of soybean acres fertilized with AMS. Farmers are more familiar with the fertilizer being used on corn acres. This meant that the plan to increase category demand was going to require a shift in agronomic thinking.

A shift in thinking requires the entire soybean ecosystem to understand the benefit AMS can provide, from farmers to researchers to crop consultants to seed suppliers, and more. Engaging this entire ecosystem requires a cohesive, engaging story, and CLUTCH recommended featuring a number of soybean farmers from around the country to follow their journey and the results of using AMS on their soybean fields.

CLUTCH is currently identifying the farmers and their ag retailers to participate in this program and adopt progressive, enhanced nutrient management strategies that will increase soybean performance. We will also use an integrated media approach, incorporating both earned and paid media opportunities, as well as owned content on websites and social media.

Our multi-pronged strategic approach demonstrates how science and data can be leveraged through storytelling and engaging content, and how communicating with an entire ecosystem can be included in a program to shift thinking – and drive increased demand.

As CLUTCH rolls out this program with AdvanSix, we will update this case study with results. To see the program in action, visit


CLUTCH is a hybrid consultancy and agency focused on helping B2B businesses find and realize their peak potential. As business acceleration experts, everything the firm does is designed to drive the growth of revenue and opportunity. The firm combines a mix of strategic consulting, marketing communications and lead generation, and learning and development services to consistently produce business results for clients.

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