Launching RAPIREAD with Alltech

We always enjoy working with the team at Alltech, so we were delighted when they asked us to be involved in the launch campaign for their new Alltech® RAPIREAD™ at their annual global conference in Kentucky, USA.

Alltech® RAPIREAD™ is a fully integrated rapid test platform that allows farmers and feed mills to quickly and efficiently make informed decisions to mitigate the threat from mycotoxins in their feed.

This was one of many projects that started life in one form – before COVID-19 – and had to be adapted to suit changing requirements when the event was changed to a virtual conference.

This didn’t have an impact on the overall concept, just certain elements of the execution, and the ‘boxing glove’ creative campaign we had developed was designed to be effective across all forms of media, both now and looking to the future.

One of the campaign elements that became even more important was the animated launch video, created in-house, which has now also been adapted to additional languages for the different regional teams.

The project also involved creating a marketing tool kits for the sales teams – direct mailers, technical literature, digital and social banners, displays and website updates which can be viewed along with the launch video on the Know Mycotoxins website.