Purina asked us to re-vamp their animal feed brand. They’re a premium product with a famous logo recognized by 90% of people (more than Starbuck’s or Mercedes-Benz).
They feed a wide range of animals and each species is completely different. For example, chicken feed is for backyard farmers, while pig feed is for high-volume corporate farms.
Feed Greatness was their existing tagline and we needed to pay it off in a powerful and new way. We needed a campaign that unified different species, established Purina as the premium brand in the category and convinced consumers to spend more on Purina feed.
We needed to make the checkerboard mean something to farmers again.
Purina is a highly recognized brand. But in the animal feed world, they weren’t as well respected, even with a superior product.
We needed a message that worked across many different species all with very different needs and audiences.
The strategy “unlocking the potential in every animal” was developed as an umbrella idea across all the different animal feeds.
It worked for chicken feed, which is backyard farmers, horse feed, usually just one or two horses, and the much more demanding world of dairy and pig farmers. And raised Purina’s brand across all species.
While the campaign just launched and it’s very early, feedback among retailers and consumers has been overwhelming positive. Initial research, showed the campaign was “extremely successful” in capturing and keeping our audience’s attention. And Purina’s favorability went up with test audiences after seeing the campaign.
And if animals could talk, they would like it, as well