Assignment:
This ad launched a new premium protein source to makers of high-end pet food, so that those manufacturers could offer non-animal, non-corn protein to upscale customers. Pulse protein--made of peas, lentils and fava beans--allowed manufacturers to label their products with consumer-friendly descriptions, like "made from sustainable crops" and "sourced and produced in North America."
Approach:
We conducted qualitative research with potential customers and industry experts to understand the unique benefits this new protein source offered to pet food manufacturers, then developed the position that this was the protein that offered all of the benefits manufacturers-and their customers-had been waiting for.
Results:
Within weeks after the ad launched NuPulse, demand exceeded supply.
Recognition:
Graphis
Merit: Graphis 100 Best in Advertising 2014
Issue Number 25
Creative Directors: Carter Weitz, Ron W. Sack; Designer: Brandon Oltman; Copywriter: Cliff Watson; Photographer: Eric Schmidt; Creative Retouching: Bonus Arts; Retoucher: Charlie Haygood; CG Visual Effects: EdenFX; Associate Interactive Designer; Patrick Bryan; Production Manager: Gayle Adams; Account Executive: Derek Peterson; Sr. Project Manager: Jennifer Kros-Dorfmeyer;
