Case Studies
Jones and Thomas Helps ADM Alliance Nutrition Build the Show Feeds Powerhouse ShowTec Brand
ADM Alliance Nutrition
ShowTec Show Feeds
Situation:
ADM Alliance Nutrition spanned multiple species and separate brand identities for its swine and ruminant show feeds. The swine product was called ShowTec® show feeds and the ruminant Fast Forward® show feeds.
Primary Goal:
Find the best way to market the show feeds lines.
Marketing Solution:
Through a strategic planning process, Jones and Thomas determined that greater marketability and penetration could be achieved by marketing the line under a single brand name.
Market research within the show industry determined the ShowTec brand name had a great deal of equity and was perceived as a market leader in regard to both technical support and quality.
- Brand identity
- Product advertising
- Complete line of packaging
- Trade show strategy
- Promotional item development
Results:
ShowTec became the primary brand for all show feeds. New packaging, advertising, and promotional materials were developed, and the ShowTec brand was launched in the first quarter of 2007. ShowTec is the dominant show animal feed product within the entire show animal industry.
Highlights
Consolidation of the ADM Alliance Nutrition ShowTec Show Feeds line.
Jones and Thomas created a new, consistent brand identity for the product lineup.
We created new product packaging.
Development of ShowTec brand and product advertising.
ShowTec dominates category.
Services
Brand development, creative strategy and planning, product packaging