Feed Greatness
Brand Strategy, Broadcast, Digital Strategy
About Purina Animal Nutrition
Purina is not only the leading brand of animal feed, it’s been a leader in innovation for decades. However, it was losing market share due to diluted branding messages across its various animal groups. By unifying all of Purina’s animal groups under the Feed Greatness campaign, we were able to show all animal-lovers just how driven Purina is to realizing the highest potential in every animal they feed.
To our audience, owning and caring for animals defines their way of life. This video reaffirms to them that Purina is, and always has been, the brand animal lovers choose to achieve legendary greatness in their animals.
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The redesign of purinamills.com streamlined the ability for visitors to find the specific type of food for their specific type of animal.
Our media buy utilized addressable TV to reach the very niche audience of passionate horse owners. This efficient media strategy allowed us to captivate the hearts of horse lovers in a way that was as equally efficient and impactful.
97%
Total brand awareness.
Unaided recall up 15%.
