Kemin Animal Nutrition and Health – North America is a proactive leader in gut health — a field increasingly synonymous with animal health. Using decades of scientific research, thorough testing and customer feedback, the brand introduced Gut Health Triple Check to optimize intestinal health for livestock and poultry. The marketing challenge? Helping producers understand the customizable solution. Lessing-Flynn crafted a comprehensive marketing campaign to raise awareness for the program and clearly communicate the capabilities of Gut Health Triple Check. After highlighting the ability to choose from a menu of gut health solutions, the results were quite tasty.
Additional services provided
- Email marketing
- Online advertising
- Content marketing
- Creative design
- Copywriting and editing
Survey the landscape
Intestinal health is an important — and often misunderstood — part of raising healthy livestock and poultry. Kemin created the Gut Health Triple Check program to provide customizable solutions to help producers support gut health in three ways. First, to clean up contaminants in feed and water prior to animal exposure. Second, build up intestinal strength and immunity to reduce leaky gut. Finally, knock out harmful pathogens for healthier and better performing animals.
Sketch what success looks like
This campaign had to break down the three-prong approach to make it understandable at a glance, while also emphasizing how Kemin offers a broader menu of solutions than the competition. Lastly, it had to illustrate how the Kemin team creates custom-tailored gut health solutions for customers.
Our goal was to increase awareness, demonstrated by an increase in website traffic, click-through rates, video views and collateral downloads.
Engineer the plan of attack
Target livestock and poultry producers with highly relevant messaging, focused on how gut health impacts animal performance and their end products. Build four versions of the campaign catered to different species: beef cheeseburger (beef), pulled pork sandwich (swine), chicken sandwich (poultry) and ice cream (dairy).
Build and deploy
We developed our campaign to give operators a taste of how Kemin could support intestinal health in their livestock and poultry.