Pinstone’s awards season begins
In the same month as hearing we have been shortlisted for categories in both PR Moments and National Women in Agriculture awards, Pinstone share the team’s success at the Veterinary Marketing Awards (VMAs).
Nominating both our agency and our client campaigns for awards is just one of the ways we can see how we compare with our agency peers and confirm our efforts are the #BeesKnees.
Award winning client work – Veterinary Marketing Association
From our submissions across our animal health and livestock clients we were delighted to pick up one win, two highly commended entries and four finalists across the board at the awards ceremony.
The icing on the cake was winning the new sustainability campaign award with a highly relevant VetPartners’ campaign.
Pinstone marketing director, Hannah Lloyd said: “Partnering with VetPartners to achieve significant impact on the launch of their VetPartners sustainable farmer of the year awards campaigns meant we were obviously keen to submit this entry.
“As a B Corp agency rooted in the land-based sectors, a campaign which highlights efforts of farmers to improve sustainability metrics across priority areas while improving their livestock health and management meant this award truly resonated with us.
“It was fantastic to see the team at Pinstone and our clients rewarded for work they are truly passionate about’” she adds.
Our other entries were recognised in the respective categories as follows.
Highly commended
- PR award category with CIEL for their bird flu report
- Social campaign award with Elanco – Zolvix
Finalists:
- PR award with MSD Animal Health for the Disease Not On My Farm (now On My Farm) campaign
- Social campaign award with MSD Animal Health for the Vet Heroes campaign
- Sustainability award with Elanco for their whitepaper
- Integrated digital award with Elanco for the Zolvix campaign
Behind the winning entry
The VMA sustainability award which is a new addition to the VMAs in 2024 was an open category which could be a PR or marketing campaign submission.
The VetPartners campaign was designed to raise awareness of the benefit of the collaboration between vets and farmers to foster more sustainable practices on farms.
The campaign consists of three annual awards, where VetPartners farm practices nominate clients for sheep, beef or dairy sustainability categories which is followed by an online open voting system.
All farmers nominated are recognised for working with their vets to take measures to improve environmental, production or business sustainability metrics.
PR detailing the award winners, released across the year, are followed up by inviting key press to interview the winner or runner-up farm to maximise the PR coverage and promotion of the farms and their approaches to sustainability.
The target audience of the media outlets we contacted with press releases and story synopses were dairy farmers, beef farmers, sheep farmers and farm vets.
Key campaign messages
The intention of the VetPartners campaigns were to highlight the following key messages:
- Farmer and vet collaboration is vital to increase business, environmental or production sustainability metrics.
- British farmers are leading the way in animal health and welfare, and environmental practices.
- A focus on sustainability is key to improvements in herd health and performance for many farmers.
- Farmers are dedicated to aligning food production with sustainability.
Campaign impact
17 pieces of coverage were achieved for VetPartners in this campaign across key media industry titles, achieving a total reach of 287k impressions.
The media coverage including the following outlets:
- VetTimes
- Farmers Weekly
- Farmers Guardian
- Dairy Farmer
- Agriland
- Farming Scotland
- South East Farmer
- Anglia Farmer
Stay tuned for more updates from Pinstone
To hear more from Pinstone and how we are moving communication forward as a B Corp certified organisation, why not connect with us and explore the possibilities together – Contact Us – Pinstone
