Pets Global

Categorically, the high-end pet nutrition brand story has become a script: We don’t use cheap fillers… Mother-Nature is all the science you need… We’re makers, not marketers. Every brand making the same claims left pet owners viewing the entire industry with a skeptical lens. Remarkably, no one was leveraging the most powerful position of all: the truth, as told by the actual health of a pet. With Zignature super premium dog food, and Fussie Cat Market Fresh cat foods already known as therapeutic pet nutrition, we had an incredible opportunity – transform what was known as food you give your pet when it’s sick into daily, preventative health food. Pets see through anything superficial like a plastic bag. They wear their hearts on their furry sleeves and let us know exactly how they feel about everything we give them, good or bad. Because the reality is, PETS DON’T LIE.

SCOPE
Strategic Development, Brand Platform Creation, Website Art Direction, Writing & Development, Plated Food & Ingredient Photography

 
 

Zignature Super Premium dog food needed to establish the brand as the market leader in holistic pet nutrition. With the development of five keys to canine vitality we helped them find a unique way to talk about their formulas. We were forthcoming with all of the ingredients found in each bag. We even tackled common misconceptions about dog nutrition, educating pet owners as to what truly makes dog food healthy.

WE NEVER PLAY CHICKEN.

Chicken is a common food allergen among dogs. And Zignature prides itself on the exclusion of chicken from all of their products. To drive the point home we invented the No-Chicken formula and mixed it within the product line for an unexpected way to learn about their recipes. After clicking on the bag, visitors were directed to a secret page, containing full skinny on Chicken in dog foods.

 
 

Cats are notoriously fussy when it comes to their food.

And it isn’t just to test your patience. It’s biological. Cats are true carnivores. As such, nature demands they eat a diet based on animal proteins to thrive. But it wouldn’t matter how nutritious the food is if your cat won’t eat it, so Fussie Cat tailors the palatability of their recipes based on actual feline feedback. This gave birth to an industry first campaign that put cats to work: CO-CREATED BY CATS.

Cats are notoriously fussy when it comes to their food.

And it isn’t just to test your patience. It’s biological. Cats are true carnivores. As such, nature demands they eat a diet based on animal proteins to thrive. But it wouldn’t matter how nutritious the food is if your cat won’t eat it, so Fussie Cat tailors the palatability of their recipes based on actual feline feedback. This gave birth to an industry first campaign that put cats to work: CO-CREATED BY CATS.

 
 

FROM ANCHOVIES TO ZINC

Including the entire gamut of ingredients, vitamins and minerals, we shared the health benefits associated with each item. The ingredient almanac has become the site’s most visited section, and serves as the perfect jumping off point into the recipes they make.