Launching a world-first solution: CRV Ambreed

Client Challenge

CRV Ambreed wanted to promote ground-breaking research into bull genetics that will reduce nitrogen leaching through cow urine and change the face of farming in New Zealand. The new genetic product is called LowN Sires.

HMC Solution

We developed a media, partner and industry communications strategy targeting everyone from farmers to government ministers to members of the public.


  • Product orders for the 2018 season flowed in from mid-2017.
  • Audience reach of 1.168 million within a week of the launch amid a total audience reach for the client of 5.5 million during the year.
  • Ministerial and industry acknowledgement was gained.