Purina One

THE PROBLEM

 

It’s a bond that lasts for ages — the relationship between a man and his dog. What began as a partnership based on herding and hunting has morphed into the ultimate form of companionship. What we feed our pets matters because they are considered family.

 

In a dog-eat-dog industry, how do you separate yourself from the pack? Purina One wanted to connect with customers beyond pet food by focusing on the emotional relationship between man and his best friend. The brand needed a solution that would create an emotional response while also promoting brand affinity and generating more sales.

 

THE solution

 

We developed One Journey a small, intimate, perfect-bound book — to cater to customers’ emotional intake of the brand. Our award-winning content marketers harnessed their expertise and experience to develop all editorial, design, and photography for the book.

 

Delivered as a direct-mail campaign, the volume combined touching photography of pets and their humans with sweet stories of Purina One customers and their furry friends across the United States. This small tabletop companion and its inspiring images and copy encompassed Purina One’s love of animals and its focus on nourishing pets and enriching lives.