RACHAEL RAY NUTRISH : AMAZING CAMPAIGN

EVERYBODY IS SAYING THE SAME THING

For many years, Rachel Ray Nutrish owned the “all natural” pet food category. In fact, they created it. But once competitors started copying both their positioning and their actual recipes, they found their beloved brand in need of differentiation for the first time in their company’s history.

After in depth research and competitive analysis we found that all of their competitors in their category were focusing their messaging on the pet. None were speaking to the human, the pet parent. We new that was the path forward for our campaign and landed on the truth that– although we may not always realize it, the things we do for our pets each day make us amazing, and that includes the food we choose to feed them.

We introduced our “Amazing” campaign with :30 and :15 and national TV spots. Then extended the creative platform across print and digital media, social channels, including video, influencer efforts and retailer promotions.

RESULTS

The campaign was a hit among pet parents everywhere, exceeding all marketing goals by resulting in over 21% sales growth vs. the prior year.

CW: Ransom Haywood
CD: Jared Kozel

Nutrish organic social highlights/personal favs: