Dengie are the UK's leading manufacturer of fibre-based horse feeds and the UK's largest producer of alfalfa.

This series of ads were created to cater for all their various products (11 in total) and variations that were dependent on the specific equestrian area, such as Eventing, Endurance and Dressage.

The schedule was compiled of mainly 17 publications over 12 months (we looked after this for 3 years) for Whole Page, Half Page, Quarter Page and DPS ads with a total of 88 insertions.

Other than the obvious; copywriting, design, artwork and file submissions to the many publications, the planning called for a complicated rotation schedule because of a number of factors.

1) The product 'raw materials' were mainly seasonal.

2) The product 'usage' was very seasonal.

3) The magazine 'on-sale dates' varied immensely from the issue dates (often 5 weeks previous)

4) There were many major equestrian events during the year that affected the message.

In addition to this, many of the magazines included online banner ads on their websites and these also had to be 'brand' or 'offer' specific and scheduled to upload with the magazines on-sale date.

During the initial production of these ads, there was also a need to create a complex schedule of photography, all on location, mostly working with the excellent equestrian photographer, David Charles.