Featured Project

Prairie Estates Genetics Minus The Risks Campaign

The Brief: Following a Pop-Dot-led brand messaging refresh in 2019, Prairie Estates Genetics (PEG) asked for their first marketing campaign in more than 15 years. They wanted a campaign that connected with the average dairy farmer's general lack of confidence in their current dairy seed, that built confidence in PEG’s newly positioned offering, and that gained them new customers.

The Work: Started with the campaign concept: High-Quality Dairy Silage, Minus The Risks. In addition to alleviating the fears that dairy farmers have about their dairy seed, it played off of PEG’s updated brand positioning “equation”—Next-Gen Seed + Next Gen Service = Next-Gen Results. Once the concept was established, we began applying it to a number of different deliverables, including: print ads, social media ads, direct mailers, and a few radio spots. As the Creative Lead and sole Copywriter on the project, I was responsible for guiding all creative efforts, and ensuring the deliverables met client and agency expectations.

The Result: An integrated campaign that grew Prairie Estates Genetics customer base.