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Purina Mills - Strategy Horse Feed
CHALLENGE:
After two decades as the category leader, Purina Strategy Horse Feed experienced a decline in sales, based on generic knock-offs and a stale marketing message that every competitor in the pelleted feed market now used against Purina.
SOLUTION:
Left Field Creative personalized Purina's message touting real world benefits of Strategy that transcended horse feed, including saving time, saving on operating costs, and having more time to spend with family.
RESULT:
The campaign helped transform horse feed marketing from a business-based, technical voice to a consumer focused style, while garnering double-digit sales gains for Strategy for the next six consecutive quarters.
