WE LAUNCHED A WHOLE NEW BRAND INTO A DOG-EAT-DOG SECTOR

Australia has one of the highest rates of pet ownership in the world, with 38% of households having dogs and 29% having cats. We spend over $12 billion on our pets annually. All these trends indicate the shift from pet ‘ownership’ to pet ‘parenting’, resulting in a focus on pet health. So when we developed the brand platform, identity, campaign materials and packaging to launch new premium pet food Pure Life, we leveraged health and wellness cues, as well as the happiness of our furry children to make both the emotional and rational connections with the core audience.