EQUESTRIAN & AGRICULTURAL / A.W. JENKINSON

A LOAD LIGHTER ON THE USUAL COST

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INSIGHTS & STRATEGY
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ADVERTISING
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Design & Build
The Brief

Unlike their competitors, A.W. Jenkinson goes to great lengths to remove water and impurities from their bedding. This vastly improves the quality of their products – a great USP, right?


However this process also makes their bedding denser and ultimately more expensive by the truckload – not such a great USP!

Magazine advert for A.W. Jenkinson premium livestock bedding. Headline:

The 'illusion of weight'. Livestock owners traditionally buy bedding by weight, evaluating ‘value for money’ based on the ‘cost per tonne’ – simply because they assume a tonne of bedding will always cover the same amount of surface area. However, in reality, such a simple financial calculation does not always match up to reality.

A truck with a load for load sign on the side of it.

Our job was to simplify this message and shift buyers away from the illusion of comparing 'feathers with lead', towards a smarter, more cost-effective decision based on coverage.

Print advert for A.W. Jenkinson premium livestock bedding. Headline:
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