Creating an integrated, through-the-line campaign to raise
awareness of Nestlé Purina's scientific pet food brand.
Purina Pro Plan has been a player in the scientific pet food
market for 80 years and is sold through specialist outlets across
Europe. Low market share created a need to increase meaningful
brand awareness so Nestlé asked us to create a campaign, within the
existing brand identity, that would persuade pet owners to trial
their product. As pets need to be weaned onto a new brand
gradually, over anything up to a month, our campaign would need to
overcome significant trial barriers. It would also have to work
across Europe, including markets with low budgets where only
on-pack promotion would be feasible.
Our extensive research and audits uncovered a simple but crucial
mis-match. Purina Pro Plan's scientifically proven benefits were
never in doubt and the brand's very scientific approach had
gravitas. However, for the target audience of fanatical owners,
keen to provide the best, the relationship with their pets is
purely emotional - not scientific. Therefore, the brand was failing
to connect. Our campaign idea - the 'Discover Our 5 Promises' pet
tag - bridged the gap with a shared emotional commitment, founded
in science. We injected a warmer brand tonality whilst also
inviting owners to participate in a trial promising measurable pet
health results…or your money back.
We created a modular campaign, including point of sale for
stores and vets' surgeries, print ads, a microsite and banner ads,
all of which allowed different markets to implement according to
budget. This approach prompted more markets to participate than in
any previous campaign and encouraged ongoing endorsement from vets.
Our engaging and reassuring campaign is delivering to the bottom
line too with a huge trial participation, increased brand awareness
and a legion of bright-eyed and bushy-tailed cats and dogs.