I helped pitch an integrated campaign for Royal Canin called the Pride of your Breed Project which is geared to strengthen the knowledge of pet parents about the specific needs of their breeds. These special requirements for both felines and canines are researched in great depth by the scientists in RC's factories including the right nutrition, down to the shape and texture of the kibble. With posters, emails, social media and in-store displays, we dug deep into the origin of several breeds so shoppers could understand why their own pets need precisely what they need.
The client asked us to take a stab at also re-creating this campaign for Petco, Petsmart's main competitor. It needed to be slightly different but carry a similar message so we focused more on getting customers excited about caring for their whole breed instead of calling out specifics about each. Enjoy.
