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Instinct had been a leader in the raw pet food category. But most pet owners didn’t know about the brand or all the benefits of a raw diet. We were asked to create awareness through a brand campaign.

Challenge

Our research showed that many pet owners had fallen into a routine of buying their usual pet food without stopping to consider if a better option existed.

Strategy

To shake pet owners out of their routine we needed to put Instinct Raw Pet Food, directly, up against what’s offered by traditional “Big Pet” brands.

Creative Solution

Through the stark comparison that we created, it quickly became obvious that The Choice is Raw.