Animal food, veterinary and boarding services, breeders.
Fresh Step Clean Paws
In a cat litter market plagued by overpromises, we had to persuade skeptical pet parents that Fresh Step's new product innovation, Clean Paws, was the first low-tracking litter solution that actually worked. To earn their trust, we found a unique creative vehicle to bring to life our product benefit, expressed through a 360-degree campaign that created emotional appeal as well as rational believability. With this idea, Fresh Step Clean Paws became the #1 new product in the litter category based on sales in 2018.
Brand: Fresh Step
Client: The Clorox Company
Letters in Motion
The healthy pet food segment is a dog-eat-dog world. Mars, Nestlé and General Mills are spending huge advertising dollars shouting that their brands are healthier, more natural and preservative-free. How could a smaller, mission-driven company called Freshpet compete against the Great Danes of the industry? The answer was hiding in the brand’s mailbox. Freshpet launched a campaign called “Letters," which grew household penetration by 19.9% and same-store sales by a whopping 22%, even as the pet food category remained flat.
Agency: Terri & Sandy
Feed the good
FEED THE GOOD. In order to compete in a declining category and resist a price war, PEDIGREE needed to build meaning into its brand. Its “Feed the Good” campaign is based on the simple, yet universal insight that dogs make us better people. “Feed the Good” taps into poignant societal themes, calling attention to the way dogs affect people’s attitudes and behavior for the better, and the role PEDIGREE® plays in feeding a dog’s good nature. With this idea PEDIGREE grew an incredible 4.8% while its competition declined.
Client: Mars, Inc.
Agency: BBDO New York