Essential Message & Background:
Nobody loves their breed more than a professional dog breeder or handler. And nobody knows breeds better than Royal Canin, who specializes in scientifically formulated, tailored nutrition for cats and dogs.
The Ask:
Create breeder specific ads to promote Royal Canin’s rewards program, Crown Partners, and drive signups. As a scientific and typically clinical brand, the challenge here was to bring some emotional pull to these ads.
Creative Solve:
Working closely with my Copywriter, we came up with a print ad concept backed by this notion: If we want breeders/handlers to believe that we have breed specific nutrition, let’s get as breed specific as we can get. We interviewed canine experts and former handlers to learn the ins and outs of each breed, then concepted headlines and layouts to emphasize each breed’s unique characteristics.
Out of three creative concepts presented, this series was chosen to run in breed/breeder publications and printed for future trade show booths (AKC National Championship, Global Pet Expo, etc.).
Creative Team:
Rachel Garozzo, Art Director
Kalee Gottsacker, Copywriter
JD Guenther, Creative Director
Brian Hopson, Creative Director
Heather Leeds, Project Manager / Print Production Manager