Phileo by Lesaffre

Building strong market share and supporting year-on-year growth in a competitive, technical space

Building strong market share and supporting year on year growth in a competitive, technical space

Growing a brand in the agricultural market presents a number of challenges. The route to market is often convoluted, involving multiple intermediaries, such as distributors, that can dilute brand messaging. The technical complexity of some products also demands specialised knowledge that can be difficult to convey to a broad farmer audience. And, with multiple communication channels, products and target audiences, building awareness takes time and investment. Here’s one example of a business that’s effectively addressing this challenge, and how Twig has helped…

Services:

Reputation Management Marketing Message Development Digital

Sectors:

Ruminants Dairy Broilers Layers Pigs Equine Pets

Areas of focus:

  • Strategic PR 
  • Marketing 
  • Brand development

Phileo by Lesaffre

Global feed additive business, Phileo by Lesaffre, wanted to grow awareness and market share across the UK and Ireland in a competitive and highly technical market. This was made more complex because, whilst farmers are the main user of the products, Phileo by Lesaffre doesn’t supply direct, instead selling through pre-mixers and feed companies. 

Objectives

  • Drive awareness of Phileo by Lesaffre products across the UK and Ireland market
  • Engage customers with relevant, topical updates and product information to support sales 
  • Build recognition and understanding among farmers to create demand

Our approach

Working closely with the Phileo Lesaffre UK and Ireland team, as well as their global colleagues, we support the business with:

  • Strategic PR and marketing support, including planning and implementation
  • Production of marketing literature, coordination and implementation of an extensive advertising programme across the UK and Ireland
  • Creation of technical video content to engage their online audience
  • Development of customer product training and marketing materials
  • Coordination of an events programme, including creation of all exhibition materials, stand designs, etc.
  • Preparation of an extensive number of farmer case studies to build awareness and product credibility
  • Concept creation and implementation for a number of international study tours to the US, Holland and France to build customer engagement and relationships

The results

  • Phileo by Lesaffre has successfully grown its business in the UK and Ireland year-on-year. 
  • It has built strong market share and is expanding its range of products, customers and the sectors it serves. It has also been able to invest in peer-reviewed R&D in the UK to further build credibility in the market.

“

We have worked closely with Phil and the Twig team for more than 15 years and they are an integral part of our business. Their technical knowledge and unique insight into the industry are invaluable to us. Over the years, their strategic communications, marketing advice and creative ideas have helped us to grow the business and strengthen our customer relationships.

James Ambrose , Country Manager UK and Ireland - Phileo by Lesaffre

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