PURINA® ProPlan®

When it comes to your dog’s nutrition, you don’t just want the best, you want exactly the right choice. Pro Plan’s product selector makes it possible.

Consumers never simply consume: they are making life decisions. And when the decision involves the happiness of a loved pet, getting it right really matters. Pro Plan is a pet food brand from Nestlé Purina that offers a range of bespoke formulations for specific nutritional needs, based on the latest research results.

Choosing the right food depends on the right information. Pro Plan’s customer-centred mission focuses on educating dog owners so they can make the best choice for their canine companions.

To support Pro Plan’s mission, Ander Group’s team created an interactive product selector to help Pro Plan achieve three key goals: promote its new formulas’ features, build awareness of its redesigned packaging, and direct buyers towards the right, tailored choice for their pets.

Our challenge was:

· Finding an advertising solution consistent with the Premium quality of Pro Plan products
· Helping people explore Pro Plan’s new product range (new formula)
· Guiding consumers’ choices toward the best product for their dogs, thanks to an informative product selector

Based on an iPad running a browser-based application, the selector is installed in specialist stores and accessible on the Web. Its user experience fosters interaction through discovery and play, rewarded by the offer of a free sample and the opportunity to win a year’s supply of the chosen food.

Customers come away with the feeling that they and Pro Plan have together worked out the best nutritional solution for their pet.

Consumer education is in Nestlé Purina’s corporate DNA – and in ours. Having the chance to create digital CRM solutions like this one, that provide a rich, informative, and valuable user experience, is both a privilege and a pleasure.