Levucell SC is a product made by Lallemand Animal Nutrition. It is a dry yeast probiotic that helps optimize the rumen function in dairy cows. With a desire to increase sales, LAN needed a fresh campaign for this product. Knowing that the ads created for Levucell SC would be in an agriculture publication, using an elephant as the focal point was a definite light bulb moment. The elephant was sure to generate some stopping power when users are flipping through a magazine filled with cows, pigs, chickens, etc. The elephant in the rumen campaign helped create an increase in sales for Levucell SC by 10% globally in it’s first year. It also became an award-winning ad in the National Agri-Marketing Associations yearly award show.