CARGILL DAIRY MAX:
Turning Complexity into Conversation

CHALLENGE:
MAX™ is a powerful dairy nutrition tool — but awareness was low, and explaining it felt complicated. We didn’t just need to market software. We needed to make MAX talk-worthy.

BIG IDEA:
Give MAX a persona.
By humanizing the platform, consultants weren’t selling software — they were introducing MAX, the trusted partner in maximizing producer performance.

IMPACT:

  • 1M+ print and digital impressions

  • DFCs nationwide leveraging the MAX persona to start conversations and close deals

  • Stories from the field translating into leads, deeper engagements, and expanded services

  • Unified internal alignment and external buzz — all from one cohesive campaign

Three panels advertising Dairy MAX and Cargill, featuring a small robot named MAX in agricultural settings. The top panel shows MAX in a barn with a person in work boots nearby, emphasizing its upgraded sidekick and real-time feedback features. The bottom left panel has people in safety vests talking with MAX sitting on the ground, highlighting asking MAX for operational insights. The bottom right panel shows MAX in a field with a person feeding cattle, promoting forage and nutrition planning with MAX's smart capabilities.
Collection of Cargill Dairy MAX promotional ads featuring a small robot mascot named MAX, with green and white color themes, promoting dairy nutrition software for dairy consultants. The ads highlight MAX's features like providing clarity, maximizing profit, real-time feedback, and customizable performance tools.
A booth at a trade show featuring Cargill's mascot Max, a small robot with a green face and a black body, used for engagement and promotional activities. The booth showcases various displays about Max, including interactive games and plush toys of Max for claw machines. Signs with slogans like 'Meet MAX' and 'Win with MAX' highlight the robot mascot's promotional campaign.

1 Million+ print and digital impressions

Additional case studies

A promotional poster for NOVUS, a nutrition company, featuring three diverse people sitting and standing in a modern setting. The poster emphasizes their mission to help farmers feed the world with innovative technology.
People on a farm during sunset, with a woman holding a child, a man, and a girl sitting on a trailer, beside cows and a fence.