Getting to the heart of brands
Client: Boehringer Ingelheim Animal Health – UK
Product: Cattle Parasiticides Portfolio
Farmers invest everything into their herds. They work hard and expect the same commitment from everyone they rely on – including their parasite protection. This campaign aims to emotionally connect with that deep commitment by positioning parasite control with the Boehringer Ingelheim parasiticide range as equally dedicated. It leverages the trusted and recognisable Steerhead logo across omnichannel executions to increase credibility and persuasive impact, while connecting the farmer’s values with those of the EPRINEX® and IVOMEC® brands.
THINK
Many farmers and vets view pour-on treatments as interchangeable. At the same time, increasing competition from competition was making it harder to communicate what truly sets EPRINEX® and IVOMEC® brands apart from generic options. Rather than leading with product claims alone, we focused on something more powerful: the relationship farmers have with their herd. Because when every animal matters, trust isn’t built on price. It’s built on proven performance, reliability and the confidence that the job will be done right.
CREATE
A common element used throughout the Boehringer Ingelheim parasiticide range is the Steerhead logo – something that farmers and vets recognise and associate with quality and reassurance. The strategy was therefore brought to life through “I ‘steerhead’ my Herd”, drawing on the well-known “I ‘heart’ my…” phrase to create a distinctive campaign centred on real farming pride and responsibility.
Using striking livestock imagery, authentic farming voices and the Steerhead equity, the campaign positioned the Boehringer Ingelheim parasiticide range as the one vets and farmers can trust to protect what matters most. The creative balanced emotional connection with practical proof points, helping communicate performance, productivity and value in a way that felt relevant, confident and unmistakably agricultural.
INFLUENCE
The “I ‘steerhead’ My Herd” campaign gave Boehringer Ingelheim a bold new platform to reinforce the values of the EPRINEX® and IVOMEC® brands in an increasingly competitive market.
By shifting the conversation away from price alone and back to trust, performance and productivity, the campaign helped strengthen the portfolio’s position as proven parasite control solutions for farmers who expect more from every treatment for every animal in their care.
“The Steerhead already had such strong recognition, and I really like how the campaign has taken something so familiar and made it central to the portfolio’s identity. “I ‘Steerhead’ My Herd” is simple yet memorable, bringing our brands together under one umbrella while tapping into something that truly resonates with farmers: the pride they have in their herds. At the same time, it builds on the heritage and trust our brands have established over many years, providing a consistent way to communicate the portfolio.”
Amy Rogers, Brand Manager, Boehringer Ingelheim, UK.
