When Icon Advertising was tasked with bettering our popular ‘Scales’ campaign for our agricultural client Fiber Fresh Feeds’ 2011 campaign it was no small challenge.

Icon had to convey the proposition that rearing new-born calves this season using the Fiber Fresh ‘Freshstart’ programme, would deliver stronger, healthier heifers for introduction to the dairy herd in the future. Whilst there is a mountain of scientific evidence to call on, we wanted to use a simpler, more engaging message.

Customers mill around the Fiber Fresh Pavilion site.

Being a big year for rugby we came up with ‘The Replacements’ concept – a bench of healthy and strong heifers waiting and ready for the call-up to the main game. We illustrated the animals on a bench straining under the weight. For double page spreads we also illustrated an opposition bench – with inferior replacements of course.

The campaign has been a huge hit with Fiber Fresh staff and customers. Fiber Fresh enjoyed a strong Fieldays presence with two sites and a never-ending stream of customers and prospects calling into enquire about the Freshstart programme and Fiber Fresh products.

Fiber Fresh's magazine advertising

It will be a challenge to better this one next year but we’ve got some ideas brewing already.