Boarbetter is a three-pheromone spray that helps stimulate oestrus (heat) in sows. Heat detection involves many factors that can make the process unreliable. Boarbetter overcomes these risks to help ensure that heat detection is maximised. Our launch campaign concept communicated this message in a somewhat cheeky way that would resonate with farmers, using the best spokespeople possible – the sows themselves.
As the global agency for the launch of this world-class product, we developed the brand guidelines, localisation toolkit and all the global comms examples, which would then be trans-created accordingly, to suit to the needs of individual markets. Campaign assets were implemented across key European countries i.e., UK, France, Spain, Germany, Holland, Poland, Italy, Portugal as well as Brazil and China. The hub for the campaign was a global multi-lingual website which covered nine different languages.