To help simplify pet nutrition and help Australian pet owners navigate the pet nutrition landscape, we needed to communicate and simplify nutritional needs of pets in a compelling way.
The challenge of the campaign was to make pet owners aware of the link between human and pet nutrition and bring to light the lack of knowledge that exists when it comes to what Aussies should be feeding their pets.
In order to make the connection between human and pet health, we recommended that PURINA conduct research which delved into pet ownership including owner’s attitudes and their understanding of pet nutrition.
The results from the research highlighted the gap that exists amongst Australian pet owners when it comes to pet nutrition. The research uncovered the finding, that one in five (20%) Australians are investing more time in their dog’s health than their own, however two in three (68%) are still unsure about what to feed their pets. This main finding supported the hypothesis that Aussies needed to learn about their pet’s nutrition.
To bring the research findings and campaign to life, we created the ‘PURINA BEYOND Expert Panel’ who included dietitian, Dr Joanna McMillan, AWLA veterinarian, Dr Simone Maher and PURINA Pet Care Expert, Michael Zajac.
To launch the new research on pet nutrition, PURINA BEYOND hosted 15 key lifestyle and pet media event at the beautiful setting of The Grounds of Alexandria, where the Expert Panel was engaged to host an interactive roundtable lunch and unveil the key findings from the research. The discussion lead by the Expert Panel, directly spoke to the link between human and pet nutrition and unveiled the common myths and misconceptions that exist amongst pet owners when it comes to our furry friends. The Expert Panel effectively communicated the importance of a balanced diet for both humans and pets, drawing on their expertise within their individual fields to do so.
To unveil the research and continue media momentum, we executed a two-phase media pitching approach. Phase one focused on targeted feature placement with national and metro media where we offered exclusive angles and statistics from the research as well as interviews with the expert panel. The second phase of the campaign focused on feature placement with key lifestyle titles, using research findings and offering commentary from the Expert Panellists.
November 19, 2018