This campaign focused on continuing the education of farmers (who are the primary audience; secondary target markets being retailers and industry) by drawing attention to the costs and effects of pasture pests. We took a darker approach demonstrating how pasture pests steal profits from farmers by eating valuable pasture before they can feed it to livestock. Our goal was to further develop the market for AR37 endophyte with the message "there's a problem on New Zealand farms, and AR37 is the best solution".
Complete
Work:
Press
Radio
TV
DM
Updated website
A5 brochure
