JUST RIGHT BRAND LAUNCH
brand development, messaging framework, competitor analysis, concepting, creative direction
We partnered with Purina for the launch of its personalized pet food brand with the goal of driving first time subscribers. We executed a mix of assets across each phase of the funnel in order to test what resonates most with new users, hitting different messaging pillars around customization, convenience, expertise, and promotions. The launch campaign resulted in over 500K net-new subscribers driven to the site.
(Code3)
Caption: No two dogs are the same - their food shouldn’t be either. Introducing Just Right, personalized dog food built by you and balanced by our experts. Get 50% off your first order plus free shipping, always.
Caption: Introducing Just Right, a different way to feed your dog. Get 50% off your first order of personalized dog food plus free shipping, always.