Situation:
Alliance Nutrition produced so many different equine feed products—for so many different kinds of horses—that consumers became confused—and frustrated.

Task:
Bring the various products together under an umbrella brand as a complete line of equine feeds rather than a mix of products to be used at different times.

BDI Role:
We created the Forage First program that, depending on a horse’s age and workload, helped the owner easily design a feeding program using items from the Alliance Nutrition line.

Results:
Sales of all products in the Alliance Nutrition line increased, and effectively changed consumer behavior—in this case, the way owners and caretakers feed horses.