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IdentiGEN

Bringing DNA Traceability to the U.S. Meat Industry

IdentiGEN

Developing Ads That Track With American Audiences

Brand Strategy • Research + Insights • Creative Solutions • Media • Digital + Social • Data + Analytics • Video + Photography

IdentiGEN is the Irish company that developed DNA TRACEBACK®, the world’s first viable DNA traceability platform, which helps safeguard the integrity of the supply chain for meat, poultry and seafood products. They partnered with Midan to develop an ad campaign to raise brand awareness among U.S. decision makers.

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Brand Strategy • Research + Insights • Creative Solutions • Media • Digital + Social • Data +Analytics • Video + Photography

Our team devised a B2B ad campaign depicting a fork that morphs into the distinctive double-helix of a DNA chain to illustrate how DNA TRACEBACK tracks protein products throughout the supply chain.

Our team devised a B2B ad campaign depicting a fork that morphs into the distinctive double-helix of a DNA chain to illustrate how DNA TRACEBACK tracks protein products throughout the supply chain.

DNA TRACEBACK from IdentiGEN was already well established in Europe — the next step was to bring this signature product to America. We were charged with developing an ad campaign to introduce DNA TRACEBACK from IdentiGEN to U.S. decision-makers within the meat industry.
Our media strategy drove this concept home with an integrated campaign that encompassed full-page print and digital ads, an advertorial, e-blasts and a website, all designed to resonate with U.S. decision-makers.

Our media strategy drove this concept home with an integrated campaign that encompassed full-page print ad and digital ads, an advertorial, eblasts and a website, all designed to resonate among U.S. decision makers.

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