In 2017, FMC Corporation acquired a group of divested assets from DuPont as part of the DuPont/Dow merger. The acquisitions made FMC the 5th largest crop protection company on a global basis.

In Canada, the acquisition substantially changed the scope and complexity of the FMC business, increasing the company’s size and reach, as well as the number of products FMC brings to growers across Canada.

In 2019, FMC supported a number of its brands with radio. The creative challenge was to create impactful, relevant spots for each brand, with a common brand identity and consistent approach.



For each brand, the 30s spot features humour as a way to create impact and generate listener interest, plus one or at most two core agronomic points for each brand, followed by a call to action.

This humour/agronomics approach helps pull all the spots together under the FMC banner, helping to build equity not only for the individual brands, but also for FMC as a whole.

Command® Herbicide

Travallas® Herbicide

Focus® Herbicide

Barricade® Herbicide


The radio campaigns were extremely well received by growers, retailers and the FMC sales team in the key target areas. The ads also generated significant and positive dialogue on Twitter. Overall, the radio campaigns helped contribute to FMC achieving its 2019 sales targets.