Exploring Creative Territories for the dogs in our lives

Challenge

We helped a leading pet food brand explore reactions to creative territories for their dog treat product to help change people’s perspectives of the brand and drive significant growth.

The challenge was to gain deep insights into the relevance of the strategy and creative ideas, to understand how each brings the strategic intent to life, focusing on key metrics such as relevance, uniqueness, tonality, brand fit, credibility, and ultimately, impact on the brand.

Approach

We began by aligning with the client on the core strategic intent behind the creative territories. We then conducted a series of focus groups with pet owners, specifically targeting those who are passionate about their pets’ well-being and are open to trying new pet food products. These groups were designed to explore reactions to the creative territories, diving deep into how each idea resonated with the audience. Throughout the process, we maintained close collaboration with the client, providing iterative feedback and insights to refine the creative territories further.

Impact

The insights gathered from this exploration provided the brand and their creative agency with a clear roadmap for developing breakthrough advertising. We identified the key elements of the creative territories that not only brought the strategic intent to life but also resonated deeply with the target audience. The result was a set of creative ideas that truly connected with pet owners, and set the positioning as something distinct in the category.