PR WEEK AWARDS 2001: Campaign - Agri-Business Campaign of the Year 2001. Sponsored by Media Distribution Services




Morgan & Myers and Pharmacia & Upjohn Animal Health

'Naxcel Prewean: They won't be little long'

Hog farmers had long used Naxcel Sterile Powder as an antibiotic to treat respiratory disease in their herds, but Pharmacia & Upjohn wanted to target the product at a specific segment of the swine market: prewean baby pigs.

A PR campaign, 'Naxcel Prewean: They won't be little long,' was created to reach major pork producers, trade publications and veterinarians. The campaign's goals included increasing market share of Naxcel Prewean from 3% in the second quarter of 1999 to 9% by the second quarter of 2000.

Campaign planning, including gathering scientific data to demonstrate the economic benefits of using Naxcel Prewean, went on through 1998 and into early 1999. The strategy would center on proving the efficiency and economic value of the product, using industry leaders to influence vets and producers.

The pork industry wasn't yet convinced of the value of antibiotics in prewean pigs, and the campaign wanted to overcome this skepticism. Major pork producers were targeted since roughly half of the US pig population resides on only 50 farms.

The campaign launched in June 1999 with a media kit for agricultural, swine and veterinary trade press, a radio release for farm broadcasters, video and audio tapes with testimonials from industry-award-winning vets, and an addition to Pharmacia & Upjohn's Web site devoted to Naxcel Prewean.

Other components of the campaign included a direct mail campaign to swine producers and vets, promotional material around newspapers delivered to a veterinarians' convention, and an informational folder for producers and vets.

The campaign ran through May 31, 2000, meeting or exceeding its three major objectives. By the time the campaign was over Naxcel Prewean had been given to 41% of the prewean pigs in the nation's 50 largest swine herds, more than four times the campaign goal.

Market share for Naxcel in prewean pigs jumped from 3% in mid-1999 to 11% in May 2000, surpassing the 9% goal. Roughly 75% of product sales reps said the campaign reached the right people and helped their cause in the field.


Fleishman-Hillard and Monsanto

One-Step Ahead Communications Campaign

Fleishman created the 'One-Step Ahead' communications campaign to increase market acceptance and usage of Monsanto's Posilac 1Step, a biotech product that increases dairy cow milk production. The campaign targeted three key influences: dairy farmers' wives, who tend to manage the business side of farms, vets and trade media. It included conferences for dairy farmers and their wives, a monthly Internet newsletter for vets, and university research endorsing the product. There have been more than 10 million media impressions since the fourth quarter of 1999, and roughly 400 vets read each issue of the Web newsletter, with over 12,000 pages per issue downloaded.

Winner 2001: Morgan & Myers with North Central Soybean Research Program - The SCN Coalition: Take the Test, Beat the Pest

The Award

The category is open to campaigns on everything from farming and agricultural equipment to chemicals and genetics.

Finalists 2001

- Edelman - 'Saving the Family Farm'

- Fleishman-Hillard and Monsanto - One-Step Ahead Communications Campaign

- Fleishman-Hillard and Wheat Foods Council - Grains: Harvest the Energy

- Morgan&Myers and Pharmacia & Upjohn Animal Health - 'Naxcel Prewean: They won't be little long'


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