Showcasing Inspiring Stories of Innovation
POINT OF FRICTION
As the poultry genetics arm of Tyson, Cobb-Vantress is a brand built on a storied history and well-established core values. But that legacy led to a perception that the company isn't nearly as innovative as the category leader, Aviagen. Cobb asked HLK to bring visibility to the progressive work the team is doing and help reestablish itself as the innovation leader in the category.
HLK leveraged key relationships with influential poultry media to tell the Cobb innovation story, positioning the company as a forward-thinking, progressive leader. First, we worked with our partners at Cobb to identify key scientists and geneticists who focused on changing and innovating the poultry industry. With a deep understanding of their professional stories, we pitched interviews to The Poultry Site, the leading industry publication. The new series, Women in Poultry, earned numerous feature stories about key women scientists at Cobb and several technical article placements. Each interview and article was positioned to demonstrate the innovation that was occurring at Cobb and allowed us to extend the PR campaign into the overall advertising campaign for the brand.