Papillon Agricultural Company faced a problem of perception. The path from their dairy ration supplement products — probiotics, prebiotics, amino acids, buffers and more — to bottom line ROI is a roundabout one. At least one skeptic described the entire category of nutritional supplements as “magical foo-foo dust.”

Instead of dancing around their brand perception, Papillon attacked the problem head on and put their magical foo-foo dust under a microscope. Dubbed the Most Rational Ration campaign, a series of print, digital and social ads brought common problems with straightforward answers to the forefront. Each of Papillon’s products is backed by a technical service team with decades of experience. This campaign put their work front and center — with a memorable hook — and dared the audience to keep passing up on proven opportunities.