Essential Message & Background:
NUTRO™ stands alone as the only “clean” premium pet food brand. They believe pets deserve the benefits of eating a Non-GMO diet as much as people do. To deliver growth in 2021, NUTRO™ relaunched the brand with a completely new packaging design that embodies their “clean” brand proposition.
The Ask:
The NUTRO™ U.S. team asked us to develop a suite of post-launch digital tools that would drive brand awareness for new customers.
Our work launched in tandem with another set of creative that utilized emotive messaging with a dog/relational focus. This collateral spoke to why a clean diet matters: dogs living their best life. Our challenge was to leverage functional messaging with a packaging focus, defining what a clean diet is: Non-GMO ingredients.
Creative Approach:
We kept NUTRO’s brand archetype, the Ruler, top of mind when we began concepting and looked to other Ruler brands for inspiration. Ultimately, we landed on a concept that felt premium, modern, product-focused, and provocative for the pet food space — different than what you would expect from a natural pet food brand.
The below visual direction influenced all of the assets created for this suite of assets. The goal was to feel premium, focus on the new packaging and highlight the ingredients.
Digital Banner Ads:
Me and the doggo talent at the video shoot.
Not necessary, but cute.
Creative Team:
Rachel Garozzo, Art Director
Ian Sullivan, Associate Creative Director
Gracie Fitzgerald, Copywriter
JD Guenther, Creative Director
Jim Mayfield, CCO
Mike Kuhn, Production Director & Editor
Andrew Frechette, Videographer & Editor
Cassie Parker, Senior Producer