CLIENT
Hill's Pet Nutrition
John Hazlin, President
Jesper Nordengaard, President, North America
Yvonne Hsu, VP, Global Marketing & Innovation
David Scharf, Former VP, Global Marketing & Innovation
Caroline Chulick, Marketing Director, US
Oyin Enoch, Marketing Director, US - Wellness
Dana Snipes, Director, Global Marketing & Innovation
Jennifer Mitchell, Associate Director, Global Marketing Innovation Accelerator
Kelly Doyle, Associate Marketing Director US - Wellness
AGENCY
Debbie Vandeven, Global Chief Creative Officer - VMLYR
Fred Saldanha, Global Chief Creative Officer - Red Fuse
Arlo Oviatt, Global Executive Creative Director - Red Fuse / Hill’s
Tomas Gonsorcik, Global Chief Strategy Officer - VMLYR
Marta LaRock, Global Chief Strategy Officer - Red Fuse
Meg Moore, Associate Director, Strategy & Insights - VMLYR
Kristin Ramsey, Managing Director - Red Fuse
Alison Mueller, Client Services Director - Red Fuse
John Paul Cannucciarri, Associate Creative Director
Salina Cole, Associate Creative Director
Greg Lotus, Global Head of Production
Taylor Schomann, Senior Content Producer
Nikki O'Dell, Production Assistant
Stacy Kallan, Business Affairs Director
Alexandra Allen, Music Producer
Emily Dore, Group Director, Strategy & Insights
Marie Goodwin, Creative Director
Kevin Wright, Associate Creative Director
Matt Shaw, Associate Creative Director
Mark Poe, Senior Production Artist
Anthony Tackett, Creative Director
Russ Weydert, Senior Production Artist
Kristen Ashner, SVP, Commerce
Sarah Vanlandingham, Account Supervisor
Maura Tingey, Senior Account Manager
Todd Fraipont, Senior Partner - Media
Michael Poerio, Account Director - Media
Marie-Sophie Lantin, SVP, PR
Karen Works, Director - Paid Search
Josh Coburn, Associate Director, CX
Nicole Papageorgiou, Senior Social Media Strategist
SUMMARY
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.
