Cargill

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Insights

There’s a special bond between individuals who own family farms and their pets and animals. So, when Cargill approached us to promote their full line of Nutrena Feeds, we knew we had to appeal to the hearts, minds and pocketbooks of these owners. The problem? Most buyers only knew about one or two types of feed, unaware of the full line of multi-species feeds that the brand offered. 

Ideas

Creating the theme “Care for all your animals with our family of feeds”, we made it clear that Nutrena understood that pets are part of the family. We developed a marketing campaign that integrated consumer print, social media with short “behind-the-scenes” video clips and digital ads, and in-store point-of-sale materials.

Impact

Not only did the campaign win at the 63rd Annual Advertising Club of Connecticut Awards, but it also generated these results:  

• Over 8,000 visits to the quiz in the first week and 57,000 visits in the first three weeks.
• Over 7,300 form completions and coupon downloads in the first three weeks of the campaign.
• Over 81,000 impressions on Facebook alone in the first three weeks.
• Over 80,000,000 impressions in a digital programmatic media buy in two months.