Lallemand – Levucell SC
A global advertising campaign with brand guidance.
Lallemand Animal Nutrition specialises in products to improve animal feed digestion; LEVUCELL SC is one of their key products and has a global reach but is very distinct in the way it’s marketed at a local level. The product required an advertising campaign with clear brand guidance to educate local marketing teams on how to correctly promote the product to their customers using a global visual language for brand consistency, but with regional adaptation for customer interaction. We worked in partnership with G&S Business Communications to help provide an award-winning communications platform that proved highly successful across many regions worldwide.
Working with our partners, we re-engineered the rumen into a powerful visual metaphor – an engine. Our metaphorical language allowed for a broader method of storytelling, built around performance, and resonated with the farming audience at a global level using the campaign slogan: ‘A Powerful Engine Driving Your Herd’s Performance’.
Guidelines, image assets and advert templates were created for the Lallemand Global Marketing team to distribute across each region to support the campaign implementation. The guidance allows local marketing and sales teams to adapt materials with changes in priority messaging dependent upon what was more relevant to audiences in their regions. By empowering Lallemand with such a flexible framework we’ve ensured the Levucell SC message develops brand recognition, even when adapted at a local level.
If your campaign needs global consistency, but your customers are demanding local messages we can build you a campaign that’s the best of both worlds. Why not get in touch?”