Lucerne Farms
CASE STUDY
Helping Lucerne Farms Stand Out in the Crowded Forage & Bedding Market
Lucerne Farms is a family-run farm in northern Maine that’s been growing and packaging premium hay and forage since 1989. While best known among backyard chicken owners for their Koop Clean bedding—a sustainable, nutrient-rich byproduct of their hay—they also serve the equine market with high-quality forage blends. Their brand is built on a legacy of quality, care, and connection with their customers.
Bold Creative for Two Distinct Audiences—Horse Owners and Chicken Keepers
Challenges Faced
Lucerne Farms wanted to revitalize its advertising presence. Koop Clean had strong name recognition in the backyard poultry world, but new competitors were making noise. Meanwhile, their line of forage products for horses hadn’t been promoted with the same visual strength, and they knew they were leaving awareness (and sales) on the table.
Objective
- Reinforce Koop Clean’s loyal following with fresh creative that could compete in national print and retail environments.
- Introduce their forage blends to new horse owners as a premium, trustworthy option.
- Emphasize their clean, natural production process across both product lines
- Reflect their brand values of integrity, sustainability, and Maine-made quality.
The Strategy
We started with audience insight. What do horse owners care about when choosing forage? What makes a chicken keeper switch coop bedding? We researched competitors in national ag publications and retailers like Tractor Supply to see how others positioned similar products.
We developed a suite of creative concepts from there—three for Koop Clean and three for Forage Blends. Each one was designed to stand out in a visual sea of sameness, with messaging rooted in Lucerne’s real differentiators:
- Koop Clean’s odor control and compost-friendly appeal
- Forage Blends’ chemical-free, mold-resistant benefits
- And across both, a tone of care, not just commerce
The Results
We delivered polished, print-ready ads that gave Lucerne Farms a new confidence level in their messaging and design. The creative has been featured in publications and industry placements with positive client feedback and stronger alignment with retail partners.
Gave Lucerne Farms a new confidence level in their messaging and design.
The creative was featured in industry publications, and the client feedback was positive.
Reflected their brand values of integrity, sustainability, and Maine-made quality.
“This gave us a fresh way to talk about what we’ve always believed in—quality you can trust, from people who care.”
Richard James, Owner, Lucerne Farms
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