PROBLEM:
For many years, Purina® Dog Chow® stood as a powerhouse and a market leader. However, consumers felt little emotional connection to the brand, and over time its growth began to slow.

SOLUTION:
To combat this low emotional involvement, we set out to reawaken dog love in the hearts of consumers by celebrating how important their dogs are in the families they love – and how important Purina® Dog Chow® is in keeping those dogs healthy and active for years to come.

In the new campaign, we tell loveable, authentic stories of how dogs make their families stronger through the lens of children’s uniquely-inventive imaginations.