Pet Care
Animal food, veterinary and boarding services, breeders.
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2022 BRONZE
Feed the love, lose the weight
Over 50% of dogs and cats are overweight, yet less than 10% of owners see the issue. Hill’s Pet Nutrition needed to challenge a problem most people don’t admit to having. In a category with such denial, shame-based messaging had proven incapable of getting traction. Hill’s instead leveraged the highest-order emotion: Love. This helped pet parents see new relationships—between them, their pets and food. The result? Pet parents fed the love with Hill’s. And pets lost weight globally, resulting in double-digit sales growth in the U.S.
Brand:
Hill's
Client:
Hill's Pet Nutrition
Agency:
VMLYR | Red Fuse
Language:
English
2021 BRONZE
Meow Mix ReMix: A pop-cultured spin on an iconic jingle
Meow Mix, a once culturally ubiquitous brand was becoming a has-been. We set out to make Meow Mix famous again as the brand cats love by reinventing our iconic jingle to put us back in the cultural conversation and show cats of all tastes enjoy Meow Mix. Our campaign led to category-leading HH penetration at 25.8%, and set single-year sales records for our 45+ year-old brand.
Brand:
Meow Mix
Client:
The J.M. Smucker Company
Agency:
PSOne
Language:
English
2019 SILVER
Eukanuba brand launched a mass movement "My Dog is my coach" for an active lifestyle
After a long-term declining trend (> 30% annually), the super-premium petfood brand Eukanuba is relaunched with the new communication platform: "My Dog is My Coach" based on the idea of the active lifestyle of the dog and its owner. In 2018, Eukanuba broke the negative trend and reached a positive sales growth (kg): +11.5% vs. 2017. The brand expanded its geography and 2 times exceeded the planned media KPI. Sales of puppy food increased by 50%. The movement "My Dog is My Coach" also had an important social impact inspiring the owners for profound activities with dogs.
Brand:
Eukanuba
Client:
Ruscan JSC
Agency:
DDB Russia/Tribal
Language:
English, Russian
FINALISTS
James Wellbeloved
Old Dog, New Tricks
Zoetis Equine
Long Live the Horse Campaign
Cat's Pride
Cats Who Care
