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Purina Animal Nutrition

RX3 Immune Support Technology Launch

Bovine Respiratory Disease affects one in five calves in the United States and costs the cattle industry about $1 billion annually. In addition to the economic toll, the diminished condition of one sick calf could lead to poor health in the generations that follow.

To improve the health of calves and better the statistics in cattle health, Purina® has introduced RX3 Immune Support Technology to all its starter feeds, a precise combination of prebiotics, probiotics and plant extracts to better prepare calves’ natural defenses. Seven studies conducted over a four-year period demonstrated that calves fed Purina® starters with RX3 Immune Support Technology gained six pounds more, on average, than the control group within a 30-day period.

Filament helped Purina conduct a multi-channel campaign aimed at business-minded cattle ranchers and bovine veterinarians to broadcast the release of its newest starter feed, including:

  • Press releases
  • Editor conversations with Purina’s technical experts
  • Online newsletter articles and social posts
  • Feature print articles
  • Radio and TV interviews
  • A booth at The Cattle Industry Convention & NCBA Trade Show
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