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DAKOTA GOLD BY POET

Wet, Wild & Local Campaign

Dakota Gold by POET

The “No Bake Wet Cake” campaign began in June 2019 with POET Nutrition. The goal of this campaign revolved around a co-product of ethanol – distillers wet grain. Distillers grain products can vary in form such as pellets, syrup, modified, dry and wet. Our efforts specifically contributed to product awareness of the distillers wet grain, with high nutrition and palatability, but low shelf life, many people were not aware of the benefits of this product. Distillers grain is suitable for a majority of livestock, but this particular “No Bake Wet Cake” campaign targeted cattle producers and feedlots located within a radius of 30-50 miles around Ashton, IA – where one of the 28 POET biorefineries is located.

Our approach included multiple touch points within the campaign. The creative and messaging was portrayed on the Dakota Gold website, social media, print, radio, billboard and radio.   

Our graphic theme and messaging for the campaign focused on three characteristics of distillers wet grains – WET, WILD & LOCAL. This positioning statement also has a stopping power due to its boldness and juxtaposition with cows and feed in general. This tiering  of characteristics allowed POET to space out messaging and focus on creating awareness of each benefit individually. Wet focuses on nutrition and feed cost reduction. WILD is based on the palatability of the product to the cows and its binding capabilities. LOCAL brings attention to the delivery options and cost savings of buying direct.

:60 RADIO AD
"WET T-SHIRT CONTEST"
:60 RADIO AD
"BILLBOARD COWS"
:60 RADIO AD
"LUCKY COWS"