The IGR with more GRRR. Working across the pharma and farmer categories I’ve mastered how to take something technical and turn it into an idea people can grasp quickly, remember easily, and act on.

For Strike, the opportunity was simple: make it feel like the IGR with more GRRR, tougher, smarter protection for sheep.

At launch, we had a strong story to tell. While competitors focused on either lice or blowflies, Strike tackled both in one application. The challenge was making that double-action benefit instantly clear.

The budget was small, so the brand needed a disproportionately big idea: a visual mnemonic that could do the heavy lifting across every channel.

We created a distinctive two-tongued frog to embody Strike’s double-action promise. With one tongue striking lice and the other striking blowflies, the image made the benefit immediate, ownable and highly memorable.

The result was a campaign that cut through on rural TV and carried strongly into other media — turning a technical product advantage into a memorable brand asset and helping drive impressive sales impact.

Role: Writer