AGENCY
Kit Owens, Senior Planner
Nick Hirst, Global Strategy Lead
Michael Burke, Creative
Lucy Wilson, Junior Planner
Loella Collier, Business Director
Maria Dzieduszycka, Global Media Manager
Adrien Michel, Global Senior Planner
Knucklehead
Team Creatif
Damien Maitre Devallon, Account Director
Sylvia Vitale Rotta, Founder and CEO
Cyriaque Porte, Mars Account Creative Director
The & Partnership
Pritie Patel, Strategy Director
Emily Colinese, Account Manager
Emma Kelly, Account Director
Automated Creative
Rhoda Sell, Operations Director
SUMMARY
James Wellbeloved was a pioneer in trouble. One of the first natural pet food companies, the brand had struggled to maintain relevance with a new generation of pet parents.
By 2021, sales value had dropped two years running.
Our challenge was to prevent further decline with refreshed marketing communications.
Taking our cue from the do-it-all attitude to health that younger pet parents had, we showed how a pet powered by nature is a loveable, spontaneous one.
We didn’t just stop the decline, we reversed it - returning sales value and penetration to growth and bringing in younger consumers.
