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Agrimarketing : April 2012
Advertising to Agribusiness — All Elements CLIENT: Rhea + Kaiser, Naperville, IL — D iane Martin AGENCY: In-house MESSAGE: R+K knows that NAMA attendees crave a late night snack after the infamous Brownfield Party so, after the AFTER PARTY, R+K encouraged late night revelers to “grab a snack, before you hit the sack.” AUDIENCE: Clients, friends, partners, R+K employees attending the 2010 NAMA Convention MERITS: Filament Marketing / Filament Marketing and Distillery Design Studio NATIONAL FINALISTS: Broadhead / In-house Rhea + Kaiser / In-house CHS / InHouse Media Sullivan Higdon & Sink / In-house AdFarm / In-house Overall Public Relations Campaign CLIENT: Merial Limited, Duluth, GA — Todd Prescott AGENCY: Sullivan Higdon & Sink, Kansas City, MO — Kelly Goss MESSAGE: To create awareness and interest for ZACTRAN, a new rapid response product for the treatment and control of Bovine Respiratory Disease (BRD) in cattle. AUDIENCE: Consumers and veterinarians MERIT: Pfizer Animal Health / Bader Rutter & Associates NATIONAL FINALISTS: Dairy Management Inc. / Bader Rutter & Associates Pfizer Animal Health / Morgan&Myers Bayer CropScience / AdFarm Boehringer Ingelheim Vetmedica, Inc. / Broadhead Monsanto Corporate / Osborn & Barr Overall Public Relations Campaign — Directed to Rural Lifestyle Audience CLIENT: Land O’Lakes Purina Feed, Gray Summit, MO— Chris Goodwin AGENCY: Swanson Russell, Omaha, NE— Kathleen Durkin MESSAGE: The 60-day See the Difference Challenge was created to educate new, potential and loyal feed customers on the full range of Purina feed products across all species groups, including horses, rabbits, show animals, chickens and cattle. AUDIENCE: Horse and animal owners and enthusiasts MERIT: Charleston | Orwig, Inc. / In-house NATIONAL FINALISTS: Land O’Lakes Purina Feed / Swanson Russell Media Relations CLIENT: Pioneer Hi-Bred, Johnston, IA — Jerry Harrington AGENCY: McCormick Company, Kansas City, MO — Erica Guthrie MESSAGE: To provide editors and broadcasters covering the national ag industry with the latest Pioneer research that would, in turn, assist them in sharing this vital information with their grower audiences. AUDIENCE: Farm broadcasters, ag trade publication media and industry associations MERIT: Pear Bureau Northwest/USA Pears / Harvest PR & Marketing, Inc. NATIONAL FINALISTS: Case IH / Morgan&Myers John Deere / Blasdel Cleaver Schwalbe Communications Dow AgroSciences / Bader Rutter & Associates Novartis Animal Health / Charleston | Orwig, Inc. Bayer CropScience / AdFarm Chemtura AgroSolutions / Charleston | Orwig, Inc. Dairy Management Inc. / Bader Rutter & Associates Minnesota Soybean Research and Promotion / Farmer Lumpe + McClelland Pfizer Animal Health / Bader Rutter & Associates 48 Agri Marketing I April 2012 BEST OF NAMA 30 Best of NAMA 12_46 Best of NAMA 08 4/9/12 2:06 PM Page 48