Calf-Manna, a staple product in animal nutrition for over 80 years, was first introduced in 1931. It has an extremely loyal customer base because of its consistent performance, palatability, multi-species application and balanced nutritional value. Since then, hundreds of competing performance supplement products have been introduced in the market. That, combined with equine enthusiast’s desire to try the newest products to maximize their horse’s health and performance, has caused a decline.
In order to remind consumers of the benefits, Geile/Leon developed and executed an integrated digital and print campaign, strategically targeting key equine markets and outlets. Creative messaging and strategy focused on reviving the heritage behind the Calf-Manna brand and promoting the key performance benefits and advantages of Calf-Manna, while reinvigorating the brand’s image to be relevant in today’s performance supplement market.
Key print insertions reached over 600,000 equine enthusiasts while digital efforts generated nearly 700,000 impressions, with a combined total of nearly 1,300,000 impressions. Buzz and awareness was increased reinvigorating the Calf-Manna brand as a leader in the performance supplement market. And, most importantly, a 7% sales increase was seen across all channels.
Marketing that resonates starts from the inside.
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