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Milk-Bone, Pup-Peroni, Milo's Kitchen
Big Heart Pet Brands Seasonal Platform Activation

RAN IN: United States

CLIENT
Big Heart Pet Brands

Juliana Katz, Brand Manager - Seasonal Activation
Scott Noble, Director Integrated Marketing
Deanna Fleming, Sr. Manager, Shopper Marketing
Mel Moltamore, Manager Shopper Activation, Walmart
Andrea Sandvig, Manager Shopper Activation, Target

AGENCY
FCB/RED *Lead Agency

Ciara Pannachia, Associate Creative Director, Art
Suzanna Bierwrith, SVP, Group Creative Director
Tracy Draksler Brown, VP, Management Director
Michelle Derderian, SVP, Group Management Director
Tony Mavrelis, Associate Creative Director, Copy


SUMMARY

Big Heart Pet Brands understood that pet parents see their pets as part of the family and wanted to make sure our portfolio of treats was a part of that relationship, too. We investigated family treating occasions and discovered a massive disconnect at cultural holidays. Families were treating themselves, and including pets in the celebration via gifts and toys but not giving them special treats. This $350MM opportunity led to an insight about pet gift-giving behavior that inspired us to champion the cause of pets receiving the gifts they really want at the holidays treats.

CASE VIDEO


Hero Medium: Digital/Interactive

Medium Featured On Video: Branded Content, Digital/Interactive, Packaging, Print, Retail Experience, Shopper Involvement, Social Media

Audience: Women

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English