VetPak - Branding

Vetpak has had a face-lift in 2010

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Vetpak raises the bar for 2010 (Editorial)

There’s a new look Vetpak in town and with it comes a new vision and direction as well as more products and people. One important thing stays the same, however – ‘our good old Kiwi can-do attitude,’ says marketing manager Danielle Bax.

Combine that with increased resources from ‘big brother’ and our 100 per cent owner Bomac and the result is a stronger, animal health supplier that still retains a high degree of autonomy and flexibility.

“We’re New Zealand owned and operated, we’re vet only and because we’re small, we can maintain a low cost structure, with a lean mean team and customised service,” Bax points out.

Translated, that means exclusive, vet-only, quality products at competitive prices as the company steps up and raises the bar for 2010.

Bax’s job itself is newly created, and as such is part of Bomac’s investment in Vetpak but she’s keen to dispel any notion that the two organisations are now the same.

“Bomac does own Vetpak. However Vetpak operates as a separate entity from its Te Awamutu base. The only changes will be for the better – new branding, upgraded packaging, a greater product range and more sales and marketing support.”

We’re also pleased to announce the appointment of Kurt Ward in a newly created position of Technical Sales Representative Lower North Island.

There are also two new divisions – Nutrition and Livestock. The first of these will embrace Vetpak’s long-standing nutritional base, including flagship products like Starter Plus, Rotagen, Enerlect and LSD.

Vetpak Livestock meantime will have its own range of products, which are to be progressively launched in coming months. Bomac veterinarian Dr Jacques Barnard will be heading up this division. “This is an exciting move, it’s a case of watch this space,” Bax says.

All products will feature a revitalised brand image, which draws heavily on the Silver Fern to emphasise Vetpak’s home-grown roots.

“We want to be known as a leading provider of NZ’s own vet range. We’re not a big multi-national. We’re local and personal and that means we can respond quickly to our customers needs.”

How have vets responded to the changes? “Its early days but so far they’ve been very positive. Bomac is well received in the market as an increasing R&D company and also as a NZ-owned company this has favoured us.

“The biggest challenge we now face is lifting brand awareness and exposure for Vetpak. We are small and have gone relatively unnoticed – this year we intend to change this.” A new website – currently under construction – will also help, she says.

Starter plus first to benefit from facelift and new formulation

One of Vetpak’s most recognisable products – Starter Plus – is also the first to carry the company’s new brand and focus into the market.

It has a new and improved formulation for 2010 and has been re-packaged in time for calving. A three month national promotion campaign is due to start this month and will be staggered over the North and South Island seasons.

The new formulation makes Starter Plus one of the highest specification products in terms of energy content when compared to other molasses-based starter drenches (15.2 MJ ME per 1 litre dose). Starter Plus definitely has a place this season given the challenging feed conditions of many herds throughout the country, Bax says.

“At risk cows should be given one to two litres as soon as possible following calving, but its important farmers realise that all cows will benefit from a drench in terms of improved appetite and production and less risk of health problems.”

The new formulation is smooth and free flowing without separating out into the oil and molasses fractions like some products can, and with an increased level of oil, will retain its lower viscosity even in the coldest of weather.

As part of its re-launch, Vetpak is running an exciting new promotion on Starter Plus. For this season farmers who purchase 200 L of Starter Plus can choose between a complimentary heavy duty jump start kit, or a Jamie Oliver steak pan, ideal for firing up vehicles and humans respectively.

Those who purchase 100 L or 60 L receive a high powered handheld halogen spotlight (just the thing for late night calving). Vetpak will also be supporting clinics with their own promotion.

This is the first time Vetpak has run such an extensive campaign for any product and is a good example of the type of support vets can look forward to for other Vetpak lines in the future, says Bax.