Emerging from the COVID-19 pandemic, Elanco faced a perfect storm of macroeconomic and operational challenges:

• Supply Chain Disruptions: Global bottlenecks hampered the production and distribution of critical products, leading to inventory shortages and delayed deliveries.

• Labor Shortages: Workforce constraints, both in processing and on farms, intensified logistical issues and placed added strain on poultry producers.

• Soaring Inflation: Rising costs for raw materials, feed, and transportation tightened profit margins, impacting both Elanco and its customers.

• Intensified Competition: In a market crowded with established pharmaceutical giants offering similar products, standing out became a top priority.

With these pressures impacting the entire industry, Elanco needed a campaign that would cut through the noise, differentiate its solutions, reinforce its value proposition, reignite customer engagement, and reaffirm its industry leadership.

To help Elanco stand out in a crowded poultry health market, we crafted a campaign that broke from the sterile, clinical tone typical of agricultural pharma. Our ads featured a bold, irreverent voice that grabbed attention while still respecting the expertise of producers.

• A Fresh Tone: We positioned Elanco as the straight-talking partner that poultry producers didn’t know they needed—a “wingman” to guide them through challenges.

• Visual Storytelling: To stand out in the space, we embraced a minimalist aesthetic that placed bold headlines front and center, letting the messaging do the heavy lifting.

• Reframing Challenges: Rather than dwelling on post-pandemic struggles, the campaign presented these issues as solvable with the right partner.

• Multi-Channel Activation: The campaign rolled out across a wide variety of touchpoints to maximize reach, including trade publications, tradeshow displays, video storytelling, social media, digital ads, email marketing, and landing pages.

The Result: Elanco got the conversation started in a big way. The bold, irreverent tone sparked significant engagement from customer leads—presenting sensible solutions for poultry production challenges and solidifying Elanco’s reputation as a leader and trusted partner.