AGriCULtUrAL, indUstriAL & BUiLdinG
Bus. Devel. Mgr.
Dir. of Strategic Planning
riGht to the BUnk
Cargill developed an all-in-one starter feed for young cattle called
RAMP. It was a major innovation in an industry where feeders historically created their own blends. Superior in nutrition, ease of
use, and consistency vs. the old method, RAMP had to overcome
years of deeply engrained tradition. And it had to do so where
the business, and tradition, was most firmly seated – Texas, the
cattle capital of the world! In just four months following launch,
volume tripled vs. goal, revenue grew nearly 300% and market
share jumped to 11%.
deLtA fAUCet ComPAny
Susan Fisher Dir., Brand Mgmt.
Jessica Egerton Mgr., Brand Advt.
VP, Acct. Dir.
Sr. VP, Creative Dir.
Assoc. Creative Dir., Copywriter
Assoc. Creative Dir., Art Dir.
Exec. VP, Creative Dir.
VP, Media Dir.
Digital Strategy Mgr.
deLtA toUCh2o teChnoLoGy "hAnds"
During the 2009 recession, Delta Faucet was preparing to release
a revolutionary technology, Touch2O. Our challenge: launch the
most expensive faucet at retail in a highly commoditized, low
involvement category during a recession. Our goal: sell 8,000
faucets and increase purchase consideration, brand equity
and market share. By uncovering the insight, “Chicken Hands,
we created demand for Touch2O using multiple media vehicles
relaying the message sometimes your hands could use a hand.
Our results: surpassed sales goal by 667% and increased purchase
consideration, brand equity and market share.