Helping the Vitalin brand make an impact in store and D2C. Getting tails wagging with a compelling & creative brand proposition.
Vitalin is a heritage brand, dating back to the 50’s, but with its acquisition by Cranswick PLC, breathing a whole new lease of life into the business, the time was right to reintroduce Vitalin to the world and win better in a highly competitive category.
We worked closely with Cranswick to develop a strategy that could reshape Vitalin’s position and brand proposition, as a premium choice for owners looking for the best for their best friends.
With an incredibly high value kibble product, produced at well invested, modern facilities, we needed to take a brand with a dusty history and make it feel contemporary, in style and tone. Showing owners the value that adding Vitalin to their dog’s diet can bring.
What we learned through sharp and well informed audience research, was that owners look for the benefits. They see it in their dog’s energy and appearance. If the feed is good, it really shows.
Advertising with a loud bark
The proposition ‘That’s a Vitalin dog’ directly references audience research, and creates endless opportunities for creative expression and playfulness.
Complimentary to the modern packaging design, the advertising campaign is designed to hero the product whilst illustrating its effect in stylish, intelligent and subtly humorous ways. Striking imagery does the heavy lifting, making the campaign memorable and driving awareness.
Combining OOH, press, digital and social, with a robust on-demand video component, gave the work real reach, but the special-build 3D billboard (using bespoke paper engineering) gave the early Autumn burst the edge.
