Finding the Right Tone

Challenge

Exploring how pet owners and vets respond to a leading pet food brands’ campaign manifesto, so they can confidently move forward and develop creative assets.

Our client wanted to create a new line of communications that would connect with pet owners and vets across Europe. To do this, they needed to better empathize with pet owners so that the campaign manifesto could be nurtured and reflect market nuances.

Approach

We first talked to pet owners in the UK, France and Turkey to understand what looking after your best friend on four legs looks like across Europe, as well as learning where their joys and pain points are. We then iteratively tested three different routes that could be used to convey the manifesto’s message, refining each as we learnt more about how pet owners responded to them.

Meanwhile, as our client’s products are only sold through vets, we also tested a vet-specific campaign with vets across Europe to see how well the campaign reflects their profession.

Impact

Through a a rich, iterative process we identified a winning campaign that struck a relatable, but aspirational tone amongst pet owners to inspire them to search for our client’s brand next time their pooch is hungry.

We also refined the vet’s campaign to reflect real emotions, stories and issues that vets face on a daily basis. This campaign highlighted the unseen struggles that vets face, building empathy with the brand.