Exclusive® SignaturePet Food Relaunch
Exclusive® Signature brand pet foods are a trusted choice for dealers and pet owners in rural America. After working with experts to refine their formula to include Comfort Care™ digestive health support, Exclusive’s creators wanted to relaunch their Signature line to drive awareness and excitement around its unique new benefits. FLM Harvest was challenged with developing a creative campaign that illustrated the need for enhanced pet digestive care and rejuvenated the dealer-owned brand.
The final creative draws from things dogs do every day: eat garbage, chew furniture and devour nearly everything they aren’t supposed to. While we love them for it, it also shows how their digestive health can be compromised. “Dogs Will Be Dogs” plays off this behavior with bold red text that connects with Exclusive Signature dog food.
Campaign elements tell a consistent and fun story through print ads, paid search, programmatic banners, YouTube pre-roll, television commercials and fresh, playful social media content. As the Exclusive team looks ahead to relaunching other pet food brands, this concept allows for easy replication with corresponding brand colors.
Dogs Will Be Dogs launched in May 2020 with a goal of driving increased sales at feed retailer locations. Results in the first six months of the campaign indicate a more than 10% increase in sales year over year. Follow Exclusive Pet Nutrition on Facebook to learn about digestive health and experience pet adventures.