Crime scene for Merial Eprinex, by Palmer Hargreaves

Summary

 Merial’s ‘Eprinex’ is a gut wormer that can reduce milk losses in dairy herds. It’s not top-of-mind as, unlike most wormers, which are primarily associated with animal health, gut worm treatment is all about loss of milk potential, therefore easily overlooked. Cows appear fine, but just aren’t as productive.

Legally only sold by vets, and SQPs (suitably qualified persons) in agricultural merchants, this latter route to market is vital to Merial.

They enjoy a strong relationship with merchants, so ensuring merchant staff engagement in the ‘Crime Scene’ campaign was a key objective, to secure high visibility for Eprinex in-store and staff understanding of the benefits of this kind of worming.

A specific SQP campaign was therefore developed with a serious educational message, but fun execution. This creative strongly mirrored the farmer communication to ensure in-store recall, but provided the trade staff with their own opportunities to understand the benefits of Eprinex and to be rewarded for creatively taking the campaign into their stores.