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Purina
Purina Salute to Service Dogs
RAN IN: United States
CLIENT
Nestle Purina PetCare Company
Jason Vita, Shopper Marketing Director
Tony DiMattia, Shopper Marketing Director
Meg Turner, Shopper Marketing Manager
Courney Heger, Assistant Brand Manager
AGENCY
Lisa Looman, Account Director
Melvin Strobbe, EVP Creative Director
Nicole Seifert, Group Creative Director
Kirsten Breth, Sr. Art Director
Alex Gabor, Art Director
Haley Kelsey, Media Director
Mirum
Triad Retail Media
SUMMARY
Competition in the dog food category was ruff. And at Walmart, Dog Chow’s biggest retailer, Dog Chow was losing ground to whichever food was on sale. So how could the brand that’s made in America win back its shoppers without reducing its price? By diving deep into the hearts and minds of middle America. Our Salute to Service Dogs campaign turned a Dog Chow purchase into a way for Walmart shoppers to “salute” the service dogs that support our communities, growing sales and building loyalty all along the way.
CASE VIDEO
Hero Medium: INTERACTIVE/ONLINE
Medium Featured On Video: INTERACTIVE/ONLINE
Audience: Pet (Lapsed & Competitive Users)
Objectives: Increase sales, volume
Type: Business to Consumer
Language: English
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