Client: Prairie Estates Genetics (PEG), a company that offers genetically modified seeds for dairy farmers.

Target Audience: The next generation of dairy farmers. Typically men in their 30s-40s who are interested in one thing: IOFC, which is essentially a dairy farmer’s bottom-line. These farmers are open to new technology and ideas that will increase profits and make production more efficient.

Goal: Sell PEG’s “Next-Gen Seed + Next-Gen Service” offerings to dairy farmers across Wisconsin through multiple channels to the next generation of dairy farmers who care about their bottom-line and aren’t interested in other details.

Strategy: Dairy farmers care about something called IOFC–their version of ROI–which became the focal point of the campaign messaging. This was chosen because it got straight to the point and was easily rememberable when infused with their “Next-Gen” services. Mixed with a “Zero Dark Thirty” visual aspect, the campaign was unique and never before seen in the industry.

Outcome: Deliverables that transcended across social media, email, web, digital ads, billboards, magazines, newspapers, and more.

Tangible Results: Multiple American Advertising awards, spikes in web traffic during the growing season, and over 6 million total impressions.