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CHALLENGE:
Purina Ultium Competition Horse Formula represented the most advanced, most expensive equine nutrition product in history. Purina needed to convince horse owners the product was more than "just another kind of horse feed."
SOLUTION:
Left Field Creative positioned Ultium as sports nutrion rather than feed. Champion equine athletes and riders, who used the product with success, were featured in ads to show that Ultium truly is "What It Takes."
RESULT:
Sales of Ultium exceeded projections in year one by 25%, with year two sales 20% above expectations. The Ultium campaign won praise from all corners of the equine world.
The Ultium ad featuring top barrel racer Brittany Pozzi was even selected as an example of "inspirational advertising" and included in college textbooks to help shape America's next generation of marketers.
Cutting
Barrel Racing
Show Jumping
Reining
Purina Ultium
Competition Horse Formula
Ad Campaign
