Purina: Good food makes bad manners
Situation
While Purina was the big dog in the overall dog food category, it had yet to lead the pack in wet dog food.
​
Opportunity
Win over the growing generation of dog parents who care most about (and spend most on) their dogs' enjoyment.
The Status Quo
When wet food is pricier, convincing customers to trade up isn't easy.
Even for Gen Z pet parents, who are willing to pay more for quality food, that cost feels risky if there’s a chance their dog won’t eat it.
Product Truth
Wet food isn’t exactly a feast for the human owners either — dog parents get turned off by the look, the smell, and the inevitable splatter zone around the bowl.
But truthfully, a little mess and a few extra bucks don’t matter to them if their dog actually enjoys the food.
Insight
At mealtime, when the food brings out pure, messy excitement, pet parents know their dogs are truly happy with their food.
Our Strategy
GET Gen Z dog owners
WHO Want to be the best pet parents possible
TO Feel confident in feeding Purina wet food to their dog
BY Reframing “messË® as the joyful chaos that happens when dogs truly love their food.
Idea: Good food makes bad manners
When the food’s that good, all etiquette is out the window, and that’s exactly how it should be.
Full pitch deck with more research, strategy and creative here: