Ingham Feeds & Nutrition’s positioning needed to convey where they are actually operating in the dairy market. In an environment cluttered with price fighters and commodity feeds, Ingham wanted to reflect their position at the front of the market, knowing that they are about nutrient quality, coupled with science and a well-founded understanding of nutrition i.e. what a cow really needs to meet production targets.
Positioning Ingham as The Dairy Nutrition Specialists, unabashedly claims their position. The branding sees the dairy cow in a new light – heroing the cow’s requirements and establishing Ingham’s impressive credentials in the science of dairy nutrition, product development, and a well trained team of customer facing Dairy Nutrition Specialists. This is a very powerful positioning which differentiates Ingham in a very meaningful manner.
The introduction of the Dairy Nutrition Specialists branding aligned with Ingham’s release of new formulation TopCalf products improving palatability and optimising calf development.
Redesigning the TopCalf packaging brought ‘calf’ into the dairy nutrition fold, treating calves as baby dairy cows, not a separate category. The colourways of the original packaging were carried through to ensure the trusted products were still recognisable to customers and rural retailers.