PUrina ONE

“ONE visibly healthy pet”

Purina ONE faced numerous market challenges, including a lack of brand differentiation, ingredient concerns exacerbated by the Blue Buffalo Campaign, and doubts surrounding product quality. To tackle these challenges, our team conducted extensive consumer research and testing within our target demographic of pet owners.

Through this process, we uncovered a significant insight into the mindset of our target consumers: a desire to care for their pets selflessly while also seeking recognition for themselves. However, they grapple with the internal tension of not wanting their actions driven solely by validation, as this feels selfish to them.

In response, we developed the 'ONE Visibly Healthy Pet' campaign. This campaign empowers pet owners to make informed, nutritional choices for their beloved companions, providing a sense of fulfillment in witnessing their pets thrive—energetic, with radiant coats and sparkling eyes. Supported by our '28 Day Challenge,' which guarantees visible change within just 28 days.

To further emphasize these tangible transformations, Purina ONE introduced a new, innovative Microbiome Formula. Building upon the 'ONE Visibly Healthy Pet’ campaign, we educated consumers on the profound benefits of a healthy microbiome and its visible impact on pet health.

In just 28 days, Purina ONE enhances pet health while celebrating the enduring bond between pets and their owners. Our campaign reaffirms that caring for your pet yields visible results every day—for a lifetime.

My Role: Account Management
Agency: afg&