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Levucell
Global advertising campaign and brand guidelines to help Lallemand’s regional teams promote LEVUCELL SC with one consistent voice.
LEVUCELL SC is Lallemand Animal Nutrition’s rumen-specific live yeast, used worldwide to support rumen function and feed efficiency in dairy cows, beef cattle and other ruminants. Working with our partners at G&S Business Communications, we created a global advertising campaign and a flexible set of brand guidelines, so marketing teams in every region could promote the product consistently while tailoring their messages to local customers.
Why did Lallemand need a global campaign for LEVUCELL SC?
LEVUCELL SC is one of Lallemand’s key products and is sold around the world, but each region had been marketing it in its own way. Lallemand needed a campaign with a shared visual language to build recognition globally, and clear guidance to show local marketing teams how to use it. That guidance also had to leave room for regional adaptation, so each team could speak to the priorities of farmers in its own market.
How did we turn the rumen into an engine?
The rumen is where LEVUCELL SC does its work, so we made it the hero of the campaign. Together with G&S, we reimagined the rumen as an engine: a visual metaphor built around power and performance, which gave the campaign a simple story that resonated with farming audiences around the world. The campaign line summed it up: “A Powerful Engine Driving Your Herd’s Performance”.
We then created brand guidelines, image assets and advert templates for Lallemand’s Global Marketing team to share with each region. The guidelines show local teams how to adapt the campaign by changing the priority of key messages for their audiences, while keeping the look and feel consistent everywhere.
What did the LEVUCELL SC campaign provide for Lallemand?
The campaign gave Lallemand one recognisable identity for LEVUCELL SC worldwide, with a flexible framework its regional teams could use with confidence. Local teams can lead with the messages that matter most to their customers, and every advert still builds recognition of the same global brand.