Finding new opportunities in the pet food market is tricky. It seems like everybody and their brother is starting a healthy pet food brand. But we needed to expand consumption of MARS Petcare brands in a way that grows the category and includes all MARS products. So we did.
“Feed Wet & Dry For A Healthy Pet.” This shopper insight turned into the right message. It lets us talk about ourselves in a new way and speaks directly to wellness conscious dog and cat owners. Feeding a diet of both dry and wet food offers complementary health benefits. Dry food is crunchy and helps maintain oral health while wet food’s higher moisture helps maintain a healthy body weight. Simple, clean messaging and the bundling of brands in our communication seeded the idea of mixed feeding for better eating – and delivered the brand’s core KPIs.