The campaign has a heavy focus on featuring and establishing the brand—both Papillon as a company and each of the products as Papillon’s products. The campaign is cohesive and brings the products under one umbrella—something not previously achieved in creative materials which had a different concept for each brand. The materials help producers and nutritionists walk through the journey from awareness to consideration by informing and educating them, and then encouraging them to request a complimentary cost or savings analysis relevant to the product category (i.e., proteins, prebiotics and probiotics, buffers).