The Challenge

Despite their robust credentials, the Lowline breed was little-known throughout the livestock industry and overcoming producer reluctance to change cattle breed presented an additional challenge. Wessex Lowlines partnered with Eve Communications to undertake an overhaul of its marketing activity to grow awareness of the breed and, ultimately, drive sales.

Image for The Challenge

What we did

Our strategic overhaul took place over three years and comprised three distinct parts: raising awareness, producing professional marketing materials and gaining media exposure.

Using our in-depth understanding of the industry, we positioned the breed as an innovative solution to numerous ‘producer pain points’. Their small size and excellent killing-out percentages demonstrate an increased in beef yield per acre while also being naturally hardy, docile, and able to finish on grass alone.

In the second stage, we introduced impressive marketing materials including a high quality sales brochure and a seven-minute video telling producers everything they needed to know about the breed in a professional and compelling fashion.

Nurturing the foundation of a strong and reputable brand enabled us to secure a huge quantity of printed, digital and broadcast media exposure.

Results

Our story of a novel Dorset farm challenging the mindset of conventional beef production featured on BBC Countryfile and reached more than 8 million viewers. An increase in awareness and understanding of this unique breed completely changed the face of the business with in excess of 100 animals sold the following season and the establishment of robust European export links.

A solid brand base and professional marketing materials has enabled the business to surpass its sales targets and the herd continues to go from strength to strength with demand and interest maintained into 2020 and beyond.

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