The challenge for Dog Chow was to increase relevance to win consumer preference. This campaign was based on strong consumer insights about the role of the mother within the family supporting the Brand Big Idea "He is Family"

This Digital campaign was to accelerate recruitment among new category users. The puppy segment was supported every year and the strategy was to win consumers preference through emotional campaign. This first video was based on the insight of the benefits of having a puppy to have a more active life for kids.

This second video reinforced the brand positioning about family and supported the product message about the importance of keep playing in their lives.