Pet Care

Animal food, veterinary and boarding services, breeders.

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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

2018 SILVER

How WHISKAS united all cat-addicts and won back peoples love

WHISKAS is the brand that created the market for prepared pet food in Russia. WHISKAS led the market for many years, but as competition intensified, its position came under threat. In order to defend its position and win back the audiences affection, WHISKAS called for all cat lovers to unite and admit their cat-addiction on Russias Cat Day. A Cat-addiction ode, written by Semyon Slepakov, triggered a wave of declarations from people across the country. More than 18 million views and high engagement in the campaign led to growth in the brands market share and a historic high in penetration.

Brand: WHISKAS
Client: Mars LLC
Agency: BBDO Moscow
Language: English, Russian