Where the 'We Do Cows' slogan came from
People often ask: Where did that "We Do Cows!" slogan come from?
Surprisingly, the light-hearted catch phrase was born from a "moment of great despair," says David Tomsche, president of what is now Leedstone Inc.
It was 2002, and David had left the veterinary practice to expand the animal health supply business. But the clinic suffered some setbacks so David returned as a practicing veterinarian from 2002 to 2007.
One day at 2 a.m, David found himself driving home after delivering a beef calf on a farm where he'd never been before.
"I was pretty sad, coming home," David says. "I just said to myself aloud, 'Here I am, not where I want to be anymore. And all I'm doing is, I'm just doing cows.'"
The next day David was at an early meeting at Leedstone. They were looking for a billboard theme.
"I said, 'Here's a thought I have: We Do Cows. What do we think? Is it too aggressive? Too awkward to put on a billboard?'" (The company sells artificial insemination supplies.)
Negative responses were few.
"Once it started to work, we pushed it hard," Tomsche says.
They billboarded their route supply trucks, their catalog. And it branded their catalog, eventually beginning to usurp the name of the company. Today, the main brand is Leedstone and the catchy slogan is targeted to primarily for dairy services.