The current campaign is designed to reassure customers that they have made the right choice of product and justify their investment in the Ross product range.

The campaign was developed by distributing questionnaires and conducting in-depth interviews with key customer facing staff from across Aviagen's sales regions to identify key buying drivers, brand associations and audience perceptions of the Ross brand.

The review established that the two key buying drivers that were consistently important were the products' outstanding economic traits and technical support. The combination of the excellent physical attributes and benefits for customers delivered by Ross products is reflected in the campaign's strapline 'Bred for Performance'. This outstanding performance and the technical support available from Aviagen are the main reasons why customers choose Ross.

Steven Stenhouse, Aviagen's International Marketing Manager, commented:"The adverts communicate a simple message with an element of fun and warmth built in. If the ads make people smile they are much more likely to remember the message and remember Ross and Aviagen."

ThePoultrySite News Desk