When tasked to develop CRV’s new brand campaign, we wanted to dig deeper into what improved herd genetics means for farmers, beyond the obvious expectations such as increased production. The campaign ‘better cows, better life’ nicely sums up CRV’s core proposition, while portraying emotive benefits through the eyes of their customers. We created a series of videos across the country and tailored the digital media to only promote relevant testimonials in each region. This hyper targeted creative and media approach delivered an exceptional level of brand engagement and campaign longevity.