PET FOOD INDUSTRY
As a relatively unknown premium pet food brand ‘I and love and you’ was struggling to compete with big brands that were outspending them and dominating the market with science-based claims. So we created a campaign that connected with people, not through science, but over how they feel about their pets.
First we introduced the brand to the world.
Then, we created a campaign that celebrated all the crazy ways we love our pets. Creating a shared value between the brand and its consumers.
The campaign extended to social and experiential.
Then we took it to the product level. You can treat your pet like a part of the family - but that needs to translate to the food you’re feeding them.
Further down the funnel
We needed to make sure we were speaking to our consumer at the point of purchase as well. So, we created content that disrupted their shopping experience in the best way possible.
Contextual marketing for the modern world
To break through to consumers on the Amazon shopping feed, we decided to break through their existing Amazon shopping experience. Literally. And the best part about it is thatwe did it with cats and dogs. Against Amazon’s recommendation we mimicked a standard shopping tile, then had dogs and cats enter frame to disrupt the elements of the tile and surprise consumers.