Calcium Products & Flo - "Paying too much?"
The Issue - In 2006 we unveiled the "Flo" character as a spokesperson for our client Calcium Products. We did this because she fit with our overall message to have farmers consider adding our clients product to their "crop menu". The character, and PR images were a hit at farm shows and events partly because producers experience a "Flo" at so many rural coffee shops and diners. In this direct mail piece we needed to communicate to farmers the high cost of using traditional ag-lime vs. our clients product.
Our Insight - Out came "Flo" at the start of 2007 with a direct mail piece asking farmers why they were paying more for less. A reference to the quality of our client product vs what is traditionally used. Short and to the point. Farmers noticed...right away.
