A new through the line campaign from Dechra Vetinary Products for pain relief brand for horses Equipalazone has launched.

Created by The Foundry, the  print campaign will run across direct mail and trade magazines and will aim to raise awareness of the brand to the equine market.

Larry King, product manager for Dechra, explained: “The old myth that 'horses don’t like it' is a misconception.  The Foundry’s task was to find the most effective way of communicating, simply and directly, the truth about bute and responsible equine pain management.  We realise that some vets are confused about the use of bute-based products and we’re seeking to reassure them about any concerns they may have. This is a terrifically creative campaign based on a very solid piece of research”.

Kevin Murphy, managing director at The Foundry, followed up by saying:  “This was a challenging brief and we are pleased with the outcome.  It’s a ground-breaking campaign for this market.  There’s no pack shot, not even a picture of a horse, just a factual, well-argued piece of copy alongside a picture of a delicious jam butty.  It’s a great piece of communication.”