Canada’s Lallemand Animal Nutrition was honored at the 24th Phoebus Awards Ceremony in Paris for its Levucell® SC campaign on the theme “squeeze out every last drop.” The campaign, which received the best print advertisement prize in the farming category, emphasized the effects of the ruminant-specific live yeast on feed efficacy with a visual that showed two hands squeezing milk out of a bundle of forage.

 Michel Véricat, operational marketing manager for Lallemand Animal Nutrition, who coordinated the campaign, said, ”The challenge was to link a scientific concept (improved fibers digestibility) to its visible benefits for the farmers (more milk produced for every ounce of forage) and convey this through a striking visual.”


The Phoebus Awards are organized every two years by the French Union of the Agricultural and Rural Press to honor the best print advertisement campaigns in six different categories, including farming, equipment and corporate. The jury consists of press and communication professionals, as well as some farmers.