Multimin is a supplement that makes cattle healthier. But just saying that hadn’t worked in their previous communications. Our strategy, developed with partners Loop Brands, was to look at Multimin not as an agricultural product but as a sports drink … for cows.
The result was a new positioning – PERFORMANCE READY. This in turn gave rise to an energetic commercial, complete with a Gatorade-like 3D animated efficacy sequence. It’s sure to stand out amid the usual rural TV fare of talking farmers and agribusiness lectures:
Retail strategy and campaign for City Farmers
Petbarn’s City Farmers stores had an issue with price perception. One that research indicated would not be allayed with mere...