2012 Bronze Effie Winner "Right to the Bunk"

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Feed yard managers who agreed to buy RAMP for their yard were changing years of existing ... The tagline “Right to the Bunk” heralds cattle's love of RAMP.

2012 Bronze Effie Winner

"Right to the Bunk" Category: Agricultural/Industrial/Building Brand/Client: Cargill RAMP Lead Agency: Bailey Lauerman

Strategic Challenge Cargill developed an all-in-one starter feed for young cattle called RAMP. It was a major innovation in an industry where feeders historically created their own blends. Superior in nutrition, ease of use, and consistency vs. the old method, RAMP would have to overcome years of deeply engrained tradition. And if RAMP were to succeed, it had to do so where the business, and tradition, was most deeply seated – Texas, the cattle capital of the world. There was a time when raising cattle was pretty simple. A rancher would start raising cattle by birthing them, feeding and caring for them and then finally selling them. Then? You’d begin anew and do it all over again. As cattle ranching evolved into more of a business, it became more, well, business-like. Cattle owners had to start dealing with the kinds of challenges that any business might encounter. Competition, product quality assurance and process efficiencies began to creep into the daily life of the cattle rancher. The advent of the “feed yard,” the largest of which can care for 5,000 starter cattle at one time, turned the business of cattle raising into big business. The period of time when young cattle come into the feed yard is critical. Newly weaned and under stress from being transported, they are susceptible to sickness. Getting young cattle to eat starter feed as soon as possible is a top priority. This helps the cattle acclimate to their new surroundings and get the necessary nutrients to begin gaining healthy weight from their first day in the yard. Having helped shape the industry, Cargill understood these dynamics. It’s why they introduced Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2012: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

RAMP, a new product to help get young cattle off to their best start possible. Containing corn-byproduct, hay, vitamins and minerals, RAMP was a “complete” starter feed. Complete as in ready to feed without mixing and having complete nutrition. In short, RAMP was like puppy chow for young cattle. No other company offered a complete, ready-to-feed starter for young feed yard cattle. Blended to be green in color, RAMP had the added benefit of quickly letting feed yard managers know their cattle were feeding properly – one simply had to look for the green noses in the yard. Feed yard managers depended on nutritionists, many of whom held degrees in animal nutrition and worked as consultants, to provide dietary recommendations for their starter cattle. Seasoned pros who took great pride in their personal knowledge and expertise, nutritionists were reluctant to believe an all-in-one starter feed could match their blends. Not to mention, they had built a reputation and their own personal business on their ability to “blend” custom starter rations for feed yards. After years of developing unique formulas for feeding cattle, feed yard managers’ old habits were Cargill’s greatest barrier to success. Cargill’s challenge was convincing feed yard managers and nutritionists to approach animal nutrition differently during the crucial period when young cattle were first introduced into the feed yard. Feed yard managers who agreed to buy RAMP for their yard were changing years of existing business practice. This was no small decision in the high stakes world of cattle raising where thousands of cattle, and hundreds of thousands of dollars, hinged on each feed yard manager’s decision to trust Cargill’s new product.

Objectives Objective #1 Maximize Volume in Limited Geography: Sell 68,000 tons in Texas panhandle business area Objective #2 Achieve Profitability Objective #3 Grow Market Share Attain trajectory for 30% market share within first two years of product availability

Insight Agency team members conducted extensive interviews with Cargill sales representatives and Texas cattle feeders. For a period of time, we practically lived the feed yard manager’s life. We learned that bringing new cattle into the feed yard was disruptive and stressful – for animals and people (the truck drivers who transported the young cattle and the feed yard managers now responsible for them). Getting these cattle to the feed bunk was the first step in re-establishing a healthy routine. Life in the feed yard revolved around eating. Cattle that were settled at the feed bunk signaled that they were now acclimated, healthy and doing what they’re supposed to be doing – gaining weight. Our idea needed to be impactful and persuasive, but because feeding cattle is a business, we needed to avoid the traps of pet-like animal/human relationships. Our communications would need to be rooted in a deep and genuine understanding of the feed yard business. Our campaign line “RAMP. Right To The Bunk.” used a point of view that immediately brought to mind the impact of the transportation experience and created a link between the brand and the primary interest of the feeder, which was to quickly “get these cattle on feed.”

Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2012: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

The Big Idea RAMP: a “complete” starter feed that cattle and feed yard managers both love.

Bringing the Idea to Life We called the product RAMP, a name that connotes the positive transition our product enables for young cattle introduced to the feed yard. The logo matched the green color of the product and incorporated the very reason for RAMP – a healthy cow seamlessly integrated into its surroundings. The tagline “Right to the Bunk” heralds cattle’s love of RAMP. The primary geographic market for RAMP was the panhandle of Texas, where up to 4 million head of cattle are fed each day. Texas’ panhandle represented the highest sales concentration area for cattle feed in the nation. Success within this region would help pave the way for expansion in year two and beyond. With few traditional media outlets in the area, achieving our communication goals was dependent upon successful exposure to a finite number of very busy feed yard managers. Knowing generally who and where they were, we sought to dominate their feed conversations. RAMP dominated the areas surrounding Dalhart, Canyon and Amarillo, Texas, areas of the state’s panhandle most heavily trafficked by feed yard managers and nutritionists through a strategic out-of-home campaign. Signage was also placed throughout the terminal of the Rick Husband Amarillo International Airport, the area’s busiest airport. RAMP also implemented branded trucks as part of their delivery system. Because delivery trucks essentially operated as the packaging for the product, this was an important component to generating exposure and word-of-mouth among feed yard managers. Out-of-home executions were supplemented by a comprehensive trade print campaign using key publications like High Plains Journal and Feed Lot Magazine. This ensured we reached any feed yard managers within the Texas panhandle region who had not yet seen or heard about RAMP. Interested prospects were driven to www.cattleloveit.com and a 1-800 customer service number to set up a sales rep visit. Traditionally, Cargill had not found a great need to create websites or online tools for their cattle feed products. This was primarily because their core customers, feed yard managers, would prefer to simply pick up the phone and speak with their trusted sales representative. Rather than forcing our audience to find the value in digital media, we leveraged our sales representatives to bring it to them by creating a website (www.catteloveit.com) and iPad applications to demonstrate how much cattle love RAMP. Through the use of video showcasing the product being unloaded into the bunk and the cattle rushing over to eat it, sales representatives were able to pay off what RAMP had been promising. In addition, with the iPad RAMP cost/efficiency calculator, customers were able to see just how much money this product could earn them, compared to their current custom blend formulation and costs. Once feedlot managers were convinced that cattle would in fact eat RAMP, and plenty of it, Cargill also needed to address their biggest obstacle – helping nutritionists overcome their personal biases to recommend RAMP. Results of a university trial would help. A recent study completed at Texas A&M’s AgriLife Research Center proved cattle gain an average of 15 pounds more in just 180 days when fed RAMP versus conventional starter feeds. Cargill now had the cold, hard facts nutritionists couldn’t argue with – an average of 15 pounds of weight gain. And, big weight gain meant big money to Texas cattle feeders. Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2012: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

In front of a captive audience of feedlot managers and nutritionists at the Plains Nutrition Council’s spring conference (PNC) in San Antonio, Texas, RAMP had the opportunity to make a big statement about weight gain. Fifteen-pound, RAMP-branded kettle bells were placed throughout the conference center. This gave our audiences from every major feeder in the state, including the panhandle, the opportunity to actually experience how much weight they could expect to see added to each head of cattle.

Communications Touch Points Confidential

Media Expenditures Confidential

Owned Media Sponsorship Confidential

Additional Marketing Components: Confidential

Reach: Confidential

Results How do you know it worked? Objective #1 Maximize Volume in Limited Geography: Sell 68,000 tons in Texas panhandle business area Results #1 Sold 184,484 tons of RAMP starter feed Objective #2 Achieve Profitability Results #2 Achieved profit margin that was 64% above goal Objective #3 Grow Market Share Attain trajectory for 30% market share within first two years of product availability Result #3 Already secured more than 25% market share after just 18 months of product availability

Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2012: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

Why are these results significant? The success of RAMP has led Cargill management to quickly alter volume and profit goals for the upcoming year, an unexpected, but welcome change given how quickly it came about.

Anything else going on that might have helped drive results? Confidential

Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2012: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

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