Standing together facing Salmonella
In recent years, the poultry sector in the Netherlands and Belgium has had salmonella well under control by, among other things, vaccinating against the most dangerous variants S.E. and S.T. When the subsidies for this were stopped, Elanco, market leader of the salmonella vaccines in the Netherlands, asked us: How do we motivate the poultry sector to continue its successful vaccination policy and recognise the added value of its vaccines?
Responding to changes
Regulatory changes may cause poultry farmers to reconsider their choice. Stopping the subsidy scheme may be a reason to stop vaccinating. How to make sure the target group is convinced of the advantages of adhering to successful vaccination?
Turning threat into opportunity
Why change if you are content with what you have? Together we are responsible for the sector and salmonella-safe eggs, and vaccination is one of the pillars that has proved very successful. We combined those feelings in a feel-good loyalty campaign: ‘Samen Sterk tegen Salmonella’ (Standing together facing Salmonella). A pat on the back for the sector’s accomplishments and an incentive to continue doing so by arguing the benefits.
The implementation
Powerful logo and strong arguments
The campaign was based on a strong concept, a powerful logo and an informative landing page. For the landing page, we interviewed four poultry experts about their experience with preventing Salmonella. This ensures recognition and confirms the target group. In addition to poultry farmers, the campaign focuses on the entire customer journey, including hatcheries, rearing companies and veterinary practices. The powerful logo draws the attention of the target group.
To promote the landing page and interviews to the target group, we set up a Google Ads campaign for the searching target group. To convince doubters, we provided provocative banners and informative advertorials in the online media.
In addition to online communications, we also used offline marketing. We opted for a gift, a keychain in the shape of the campaign's logo, wrapped in a card with the message again.
The result
Positive reactions
With the Samen Sterk tegen Salmonella campaign, we reached the target group several times at different times and places. Because the poultry sector is a small world, Elanco and the poultry experts interviewed received positive reactions almost immediately. The message reached the target group well. Most poultry farmers have continued to vaccinate the laying hens against Salmonella.
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