LiveFree was a new line of super premium dog food with a whole host of healthy benefits and nutritional ingredients that weren't necessarily easy to understand at first glance. The line was exclusively available at independent pet stores, a retail environment that's notoriously cluttered and difficult to navigate.
We called it "dog food for thought". Each print ad used bold brand colors, fun typography and heroic dogs to unlock one interesting key benefit of LiveFree. Together, these adds told simple stories about a somewhat complex product that every dog lover could relate to—and would want to learn more about.
The print campaign was repurposed for in-store POS, posters and billboards. It became an iconic, unified branding toolkit to increase distribution for LiveFree, among many thousands of decentralized independent pet stores.