Putting the people who put cattle first, first.
At its core, Boehringer Ingelheim’s Cattle First campaign is about doing what is right for the animal, the people and the industry. Following the launch, Cattle First became a rallying cry for the sales team AND the industry, giving Boehringer Ingelheim a strong foothold in the market.
We’d collectively been through a global pandemic when it came time to refresh the Cattle First platform in 2022 four years post-launch. It was time to recognize the resiliency of the industry and elevate the people who put Cattle First every day as the center of the campaign.
broadhead put the stories of the people in the beef and dairy industry front and center in this campaign, applying the striking photography to a series of tactics and channels including print, digital, social media, video, tradeshows and sales collateral.
Coming to life across print, broadcast, trade show, digital and social, Cattle First continues to be a global platform for the company.