Advocate’s story is one of success. It’s been the market-leading parasiticide, a pioneer of the issue of lungworm, with a robust 100% prevention claim. The trust, heritage and reputation it has cannot be denied. Through our concept, we leveraged those qualities to tell the story of Advocate in an emotional way. We brought a human touch to the narrative to convey a fundamental truth to our audience – That Advocate’s always been there for them.
The campaign comprised three ATL executions and featured in Vet Times as DPS and single page ad formats, Vet Surgeon e-mails, digital advertising, as well as being a key element of the Elanco stand at LVS 2021. A brand video was also produced that was promoted on the Vet Times Website, which told the story of Advocate’s trust and heritage.