Healthier on the farm, better on the plate.


Zoetis made an acquisition that provided them with pharma solutions covering the entire poultry life cycle. Overnight, it became the second-largest company in the industry. We needed to both earn brand attention and explain complex, vertically integrated offerings.


We followed the classic advertising admonition and sold the benefit instead of the attributes of Zoetis’ new pharma lineup. Because, in the end, keeping the chickens healthy on the farm leads to a better end product in your kitchen.