Bio-Hypor Man - a Super Hero for the industry
Banff, January 22, 2003
It’s a bird; it’s a plane, it’s Bio-Hypor Man!
International pig breeding company, Hypor, unveiled their best tool against North America’s ailing pork industry, at the Banff Pork Seminar held January 20 – 23, 2004. The company launched their new look with a highly entertaining evening that culminated a day of games.
Bio-Hypor Man was the star player in the company’s presentation of their new look and branding elements. “We’ve gone through the process of renaming the organization. We decided to go with Hypor because it is more prolific worldwide. Now we are leveraging on that name with the brand association Bio-Hypor,” said Marc Broadbent who leads Marketing, Communications and Strategy for Hypor.
'...Bio-Hypor man works for the benefit of hog producers...'
Bio-Hypor Man is a personification of the company’s high-tech breeding tool. “Bio-Hypor is a unique product and all superheroes are unique. Bio-Hypor Man works for the benefit of hog producers. He reduces the risk of disease on farms because we eliminate the need to bring in live animals. Genetic improvements come via embryos and semen. Secondly, we use the Euri-BLUP technology to drive genetic progress, it enables our producers to reach their genetic potential,” Broadbent explained, “Bio-Hypor Man is dressed in overalls so he is familiar with the operations of a farm. He knows about production, management and breeding. He is also a technologist and links the farm with technology and the future of breeding.”
Bio-Hypor man was only part of a campaign that embroiled conference delegates for the entire day. Early in the day, delegates were given a Hypor package that included two highly stylized game cards. Those who collected the entire pack of six cards received the top prize.
On the serious side of each card was a picture of one of Hypor’s boars with a short description on the animal’s attributes. On the flip side, the animals were personified with Bio-Hypor Man. For instance, the flip side of the Duroc card showed Bio-Hypor man in a profile of strong growth. Delegates could add to their collection by getting cards from the Hypor booth or Bio-Hypor Man. “People got some doubles and they had to trade cards to be able to collect all six,” Broadbent said, “It gave people an opportunity a good excuse to have fun and network.”
'People need a superhero when times are tough.'
This type of slick marketing is unusual for the hog industry, but Broadbent said the industry needed some rev and pep. “People need a hero when times are going tough. Heroes are invincible, heroes last forever and that is what Bio-Hypor does for our breeder, it gives them a breeder’s edge. It will make then invincible though these difficult times. We’re always working towards lowering cost and increasing output and that is what Bio-Hypor does, it continually improves your breeding program, - always giving you that edge. We are in one of the lowest points in the pig industry. Those that are in a Bio-Hypor program are doing much better than the average and therefore will make it through these difficult times.”
For more information, contact:
Marc Broadbent
(306) 791-9478
Marc.Broadbent@hypor.com
Photographer: Rita Taylor
