No substitute for good old face-to-face marketing!
Let’s start with a dumb question…what came first, the chicken or the egg? Maybe neither! Maybe it was the system chickens need to access drinking water that came first! After all, you can’t get live chickens without water. Recently, we helped a long-term client in the poultry watering (drinking) equipment field create a life-size trade show display for the 2022 IPPE Expo that exhibit the astoundingly obvious difference in size between male and female chickens that occupy broiler breeder production facilities. After all, these birds have one enviable job to do…produce fertilized eggs that hatch and grow into the chickens you find on your dinner tables and sandwiches.
So what, you say! Well, birds can only swallow water with their heads up in the air. If they dip down to drink, water spills from their beaks and can create an unhealthy, ammonia-tinged environment that hampers bird growth. This in turn is harmful to the farmer’s compensation. Ziggity has a unique system with two water lines. One high up for tall males and one lower down for females. In our design for this specific trade show display we must show that the birds drink with their heads upwards…so water goes into their beaks and not everywhere else.
Our challenge was to help create a dramatically obvious display to emphasize the heights of the two sexes and how different the two drinker line heights should be for optimum bird health.
We worked with a creative local printer to make robust life-size chicken cutouts, routed out of 1-inch thick board. When combined with actual, full-size Ziggity drinking systems (one high, one low) the display painted an intuitive story to help the sales team clearly convey Ziggity’s unique advantage.
This all came together with other display graphics we developed to create a striking sales platform to help Ziggity clearly demonstrate its unique and compelling story.