Pet Care

Animal food, veterinary and boarding services, breeders.

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2019 BRONZE

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
Agency: mcgarrybowen
Language: English

2019 BRONZE

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.

Brand: Freshpet
Client: Freshpet
Agency: Terri & Sandy
Language: English

2018 GOLD

Royal Canin increased the number of dogs and cats checkups in vet clinics

Only 22% of owners of cats and dogs in Russia visit veterinary clinics for the purpose of preventive check-ups. Most of the owners do self-diagnosis or treatment of the animal, relying on questionable sources on the Internet. Together with behaviourists we developed a system of behavioral signs that helps owners recognize the problem at the early stages and, if necessary, to show the animal to the veterinarian in order to avoid the development of the disease. Thanks to the social and educational project "What does your pet keep silent about? Signs will tell we managed to increase the share of visits to clinics for preventive check-ups to 30% and raise sales of Royal Canin in veterinary clinic channel by 12.2%.

Brand: Royal Canin
Client: Royal Canin
Agency: DDB Russia
Language: English, Russian