November 01, 2011 13:51 ET

Yeast Culture Manufacturer Vi-COR® Debuts Monster Truck Campaign at World Dairy Expo

MASON CITY, IA--(Marketwire - Nov 1, 2011) - Vi-COR®, a manufacturer of specialized yeast culture products for poultry, swine, beef and dairy feed, introduced its new BIGFOOT® monster truck campaign at World Dairy Expo (WDE) in Madison, Wisconsin, October 4-8. The annual event, which attracts 65,000+ dairy industry enthusiasts from around the world, was the perfect stage for the BIGFOOT debut. "When we put together a new marketing campaign, we launch it at World Dairy Expo," says Jodi Ames, Vi-COR VP/director of marketing. "It's our biggest show in the domestic market."

BIGFOOT 4x4 Inc. of St. Louis, Missouri and Vi-COR, with headquarters in Mason City, Iowa, recently announced a two-year partnership. The centerpiece of this agreement is a "Vi-COR: The Power of V" branded BIGFOOT monster truck, which features Vi-COR and BIGFOOT logos on a black and white dairy cow themed monster truck and corresponding tractor-trailer transporter. During the months leading up to WDE, Vi-COR ran ads in dairy magazines teasing that something really big was coming to WDE. It followed with a second ad that revealed the BIGFOOT truck and invited producers to "flatten your feed costs" with Vi-COR's three-in-one product, Celmanax®.

BIGFOOT was chosen through a natural progression that began two years ago. Vi-COR began featuring powerful machines in its ads, including a racecar and jet, to represent the power of its innovative products and brand. "Our search naturally led us to a monster truck -- big, powerful and hard to miss," says Ames.

Following its WDE launch, the BIGFOOT/Vi-COR truck competed in the American Drag Racing League event October 21-23 in Ennis, Texas. It will compete in monster truck events around the country through 2012. For a schedule, visit "Our customers and many of BIGFOOT's fans are the same people," says Mark Holt, Vi-COR president and CEO. "We feel that working with BIGFOOT is the perfect way to help convey to our customers that using Vi-COR's Celmanax can flatten their feed costs."

Vi-COR is a world-class manufacturer of fermentation feed ingredients for livestock. In addition to research and innovative products, Vi-COR also emphasizes education. Milk to the Max® is the company's free bilingual education program for customers. The program has been beneficial to dairy producers who want to improve productivity, including those wanting to address somatic cell count issues.

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