Natural BalanceMade for Pets, Not People
ChallengeHelp the brand stand out for its healthy food in a noisy and confusing category.
StrategyMost pet foods are made for humans, not pets.
Results500% increase in website traffic.
20% lift in Brand Awareness.
Most pet food brands market to the wrong species.
Natural Balance wanted to expand the brand’s perception beyond specialty pet food to increase consideration among retail and wholesale customers.
New ownership saw an opportunity in the booming US pet market. The crowded space demanded fresh messaging and a campaign to gain share. Natural Balance needed a campaign that worked both DTC and B2B.
In a world where quality is key but inherently unknowable, pet food brands market to pet owners. That makes sense—dogs don’t have credit cards. But dogs also don’t need to eat the same menu that humans find appealing. Therefore, we recommended that Natural Balance separate itself by marketing to the end-consumer.
As a company that had put pet nutrition at its core since its inception, Natural Balance was uniquely positioned to disrupt the market with a pet-first perspective—our campaign: “Made for Pets, Not People.”
Bold messaging drove traffic, engagement, and consideration, especially among the growing demographic of young consumers: 61% view-through rate (31% above benchmark), 41% of website traffic driven by campaign, and 16% brand consideration lift among 18-24-year-olds. Young people are into it.