We created versions for six of Royal Canin's most popular breeds, in both puppy and adult, to be used as each market saw fit. Along with developing the idea and messaging of the campaign, we also created a full 360 suite of assets to show how the campaign could come to life.
As part of our 360 plan, we created in-store assets designed to promote general retail awareness of the formulas for pure breed owners and drive traffic to the aisle. While also using certain assets to intercept current Royal Canin shoppers and drive them to Breed Health Nutrition within the aisle.
Along with our usual digital assets, we also developed pre-made shopping carts to be featured on e-retail sites – growing the basket for retailers and associating our food with preventive care for specific breeds.
We also saw an opportunity for a groomer promotion to further emphasize the uniqueness of the individual breed – and provide value to the shopper. This included a retailer in-store or social activation that inspired pet owner participation (e.g., a photo contest). In addition, within the grooming station area, we created breed-specific posters to help promote Breed Health Nutrition which is native to the space.
