Effie Worldwide

Pet Care

Animal food, veterinary and boarding services, breeders.




Not in the shape they used to be?

Pet owners see their pets as an outward reflection of themselves. Because of this, they dont want anyone, especially not a pet food company, telling them that their pet is overweight. So how do you get pet owners to accept the fact that their pet could stand to lose a few pounds? The solution was to use humor, capturing the real-life struggles of overweight pets, while posing a simple, yet provocative, question designed to inspire action Not in the shape they used to be?

  • Brand: Hill's Science Diet
  • Client: Hill's Pet Nutrition
  • Agency: Red Fuse Communications

Home Delights Launch

Pet parents look for every way possible to show their dogs they love them. But the category hadnt caught up, and the wet category had been declining since 2007. Cesar unlocked the insight that pet parents felt bad feeding their dogs the same kibble daily when their pets wanted foods their owners enjoyed. We built on that insight, telling a story of comfort food for dogs and leveraging human food cues. Setting a best-in-class standard, we surpassed growth goals by 197% and increased sentiment 11x.

  • Brand: Cesar
  • Client: Mars Petcare
  • Agency: BBDO San Francisco


The pet food industry is dominated by giants like Mars, Nestle, and P&G. How does an independent brand with a small ad budget convince consumers to switch to a fresh alternative? Freshpetthe only national, all-natural, preservative-free, refrigerated pet foodused one simple idea to call out the intimidating chemicals, preservatives, and by-products found in so many competitive brands. We let the dogs speak for themselves. Our "Protest" campaign ignited meteoric growth in same-store sales and a huge jump in total revenue in an industry that was essentially flat.

  • Brand: Freshpet
  • Client: Freshpet
  • Agency: The Terri & Sandy Solution
2017_na_2017_e-1282-955_hero_1 Pedigree Feed the Good
2016_na_2016_440473_hero_1 PetSmart Partners in Pethood
2014_8614_hero_1 GREENIES Season's GREENIES


To browse winners in this category from previous years