The Challenge

Nutro Ultra is the premium version of Nutro, a top-shelf pet food brand. The company is looking to differentiate its Ultra offering in the extremely crowded $24B pet food market. Nutro Ultra’s greatest strength is in its high quality natural ingredients. Unfortunately, charlatans have cheapened these features. The pet food industry isn’t well regulated and without fixed definitions for “premium,” “natural,” “organic,” or “gourmet,” any brand can claim these traits without repercussions. Nutro Ultra, however, has a proven track record of genuinely quality products that are enjoyed by even the most sensitive stomach. Owners of everything from well kept purebred British Shorthairs to shelter mutts deal with eating problems, one of many such unifying elements of pet ownership…

The Insight

There is a distinct culture around pet ownership and within this culture people who take in rescues are greatly admired.

The Idea

If Nutro Ultra can tackle the nutritional challenges of rescue animals, it will surely work for my picky Pomeranian.

Sample Execution: Brand Activation

Copywriting: Erik Frydenlund – Art Direction: Erik Frydenlund