Ingham Feeds & Nutrition was a well established New Zealand brand that had witnessed many changes in the dairy industry over the years. Whatever was contracted to work alongside management to reshape the brand and its focus in the marketplace at a strategic level and were also a key part in the development of the Pastoral Support Programme.
Ingham Feeds & Nutrition
Whatever worked alongside Ingham management to define Ingham’s product offering and increase awareness across a wide range of media, resulting in sales growth and added value opportunities.
Whatever were a key part in the development of the Pastoral Support programme, a programme providing farmers with support, nutritional information and advice to balance their feed requirements and increase productivity.
With new directions and objectives comes the need to tailor product presentation. Whatever undertook an extensive revamp of the packaging for the range of calf feeds on offer. This needed to cut through the current in-store visual clutter and strongly suggest professionalism and quality.
In regards to advertising, Whatever explored all avenues available and made recommendations and submissions as to which channels to market were best for specific messages and promotions. With a clear strategic direction for the Ingham brand and its values, the function of advertising became less about the best idea on the day, to a targeted series of communications that reflected the brand message. Adverts were tailored to work in conjunction with each other, thus allowing a complete story to be told to the customer while delivering singular benefit points.
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