Pfizer Animal Health Canada has announced the hiring of the Guelph, Ont. office of AdFarm to handle marketing and communications duties for its Canadian swine business unit.
AdFarm, which focuses exclusively on food, rural and agricultural accounts, will develop marcom materials and campaigns geared to Canadian hog farmers and veterinarians.
“I’d run into a couple of key players within their swine unit at various industry functions over the years and talked to them about some of the opportunities where we could probably help them, and [the agreement] came out of those discussions,” said Ben Graham, managing partner, Canada, for AdFarm.
Pfizer Animal Health Canada’s Kirkland, Que.-based swine unit creates and markets swine health products such as vaccines and antibiotics.
“[Pfizer’s] animal health portfolio, not just their swine group, is cutting edge,” Graham said. “They’ve got great R&D and good pipeline of existing products and new products coming. That really intrigued us.”
Graham said his agency would provide traditional business-to-business marketing support, in addition to digital and social media services.
“We’re doing a lot of fine-tuning with their existing brands to make sure they’re positioned properly from a look and feel perspective in the marketplace,” said Graham.
Pfizer Animal Health Canada chose the agency without a review last fall.
