The challenge 

De Sangosse knew they had one of the most durable slug pellets on the market, but knowing it wasn't enough. They needed a campaign that would prove the product's credentials while cutting through the noise ahead of the 2026 Cereals Event.

The challenge was clear: create something memorable that would stop people in their tracks, spark conversation and give visitors a reason to seek out the De Sangosse stand.

Our approach

Rather than producing another product demonstration, we looked to entertainment for inspiration.

With Cereals 2026 taking place at Jeremy Clarkson's Diddly Squat Farm, we took inspiration from Top Gear's legendary 'Indestructible Hilux' challenge and reimagined it for agriculture.

The slug pellets were put through a series of tongue-in-cheek durability tests designed to surprise, entertain and demonstrate their strength in a way that traditional product marketing simply couldn't.

By combining cinematic production, humour and creative storytelling, the campaign showcased not only the product's durability, but also the personality of the De Sangosse brand and its willingness to challenge convention.

The Insight

Technical products don't have to be marketed technically.

In crowded markets, the brands people remember are often the ones that entertain, surprise or challenge expectations. By leading with an engaging idea rather than a list of product features, we created a campaign that people wanted to watch, share and talk about—making the product benefits far more memorable in the process.

The results

Launched ahead of Cereals 2026, the campaign generated strong engagement both online and at the event, helping drive conversations long before visitors reached the De Sangosse stand.

• Increased stand footfall throughout Cereals 2026

• Attracted national attention, including a visit from Jeremy Clarkson to see the 'Indestructible Hilux'

• Significant growth in social media reach, impressions and followers compared with previous campaigns

• Featured in the official Cereals 2026 pre-event guide, extending campaign reach and product awareness