Today’s cattle producers are well-versed in the products they use to keep their herds healthy. We wanted producers to associate their favorite brand names with Merck in order to drive overall loyalty initiatives and provide a halo effect for new product introductions.

We seized the opportunity to differentiate Merck by demonstrating empathy and understanding for the producers’ unique challenges, operations, lifestyle and legacy. The Merck Animal Health Works campaign established us as a trusted partner in producers' operations.