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Nutro
Feed Clean Gives Life To Dying Brand

RAN IN: United States

CLIENT
Mars, Inc.

Eric Huston, Brand Director
Arren Beach, Brand Manager

AGENCY
BBDO San Francisco *Lead Agency

Kim Fredkin, SVP, Group Account Director
Nicole Dongara, Account Director
Marissa Osowsky, Account Supervisor
Tim Millar, EVP, Head of Planning
Meredith Krull, VP, Group Strategy Director
Matt Miller, EVP, Chief Creative Officer
Steve Rudder, EVP, Executive Creative Director
Jared Johnson, Copywriter


Weber Shandwick


Starcom


MediaCom


Catapult Marketing


SUMMARY

This is Nutro’s comeback story. While the natural pet food category was growing, Nutro was in decline. Nutro revived their brand with a distinctive and culturally-relevant positioning rooted in today’s #1 human food trend – “Clean Eating.” By looking to the latest human food trend and introducing the first clean food for pets, Nutro reversed their decline. 

CASE VIDEO


Hero Medium: BRANDED CONTENT

Medium Featured On Video: BRANDED CONTENT;DIRECT;Email;ECOMMERCE;GUERILLA;Sampling/Trial;INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;Display Ads (Interactive/Online);Mobile/Tablet Optimized Website;MOBILE/TABLET;Display Ad (Mobile/Tablet);PACKAGING;PR;RETAIL EXPERIENCE;POP;SALES PROMOTION;SEARCH ENGINE MARKETING (SEM/SEO);SOCIAL MEDIA;TV;Spots (TV)

Audience: Families

Objectives: Increase awareness

Type: Business to Consumer

Classification: National

Language: English