Nestlé Purina determined that the puppy category is underdeveloped and there was an opportunity to increase share by educating consumers on the on the benefits and importance of feeding puppy food. Research showed there is confusion related to whether adult food is acceptable substitute for puppy food and length of time to feed puppy food. This campaign sought to clarify that specific nutrition during puppyhood sets the stage for development and long term health.
Multiple concepts went through qualitative focus groups with What Goes In Their Mouths Matters rising to the top. I directed this video shoot and both :15 and :6 spots went live on digital platforms.
What Goes In Their Mouths Matters
Puppies are known for chewing just about anything they can get their paws on. Shoes, pillows, mysterious-smelling objects in the backyard... But just because puppies will eat anything, doesn’t mean they should– especially when it comes to their dog food.
99% of a dog’s growth happens in their first 12 to 24 months of life. And during this time of puppyhood, their rapidly growing bodies require specialized nutrition that’s different than what adult dog food offers. So while you may not always be able to control everything that goes into their mouth, when it comes to what goes into their bowl, make sure it’s specifically made for your puppy.
Purina Puppy Food:
• Made with higher levels of protein, fat and calcium than adult dog foods
• Formulated to help build the foundation for lifelong health
• Created to nourish brain development, healthy growth, and a strong immune system
• Designed to be fed until 12-24 months of age, depending on breed size, to support the 99% of growth that happens in the first 1-2 years
Purina Puppy Food. Because What Goes In Their Mouths Matters.
:15
:6
:15
:6
:15
:6
Pre-Production Planning & Storyboards
