We had just launched the Purina^® All Seasons^™ Cattle Nutrition Program, and we needed to hit the ground running with one of our key storylines — fetal programming. The term itself seems intimidating, right?

Instead of boring cattle producers to death with technical jargon, we painted a picture of a cow’s pregnancy through each trimester. We showed how a bad day can ultimately impact the developing calf for the long-run.

Did the story resonate? The editors sure felt it would. They used it as their print issue cover story. It was a coveted spot to be in during the month of our new program launch, resulting in 85,071 potential impressions.