Eprinex Advertising and POS

The Client
Merial, a world leader in animal health and a division of the Sanofi Group, operate in both production and companion (pet) animal markets where they are best known for ‘Frontline’, the pet flea treatment.

A leading brand within their livestock portfolio is Eprinex, a gutworm treatment for dairy cattle which is sold primarily via agricultural merchants. By combating gutworms in cattle, it can increase milk yield by up to 2 litres per cow per day.

What was the Challenge?
‘Influence the influencers’: raise knowledge and confidence about gutworm treatment and Eprinex as a way of boosting milk yield. The target audience is made up of dairy farmers and SQPs (suitable qualified persons) working in agricultural merchants.

What was the Connection?
Our solution was to develop a multi channel campaign with a serious educational message, but a fun execution. This included a POS kit for each SQP so they could create their own in-store display. To increase buy in, we also implemented a competition where SQPs could photograph their displays and submit them to Merial to be entered for a prize.

What was the Result?
A multi award-winning campaign which saw sales of Eprinex increase well above target.

Client testimonial
“This campaign stood out as being not just creatively strong but completely integrated, with universal appeal. The trade element worked really well... we were pleasantly surprised by the lengths some stores went to and there was a definite buzz about Eprinex. It was also reflected in the sales through these stores, so it worked. In a market where it is all too easy to either bore or confuse we excited our trade partners and helped deliver
a really strong result.”

Kathryn England, Product Manager – Production Animals,
Merial Animal Health

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