DAD's Pet Foods

"FROM THE FARM TO THE BOWL" CAMPAIGN
DAD’s Pet Foods wanted to attract shoppers across varied geographies—consumers who appreciated the brand’s farm-grown ingredients and down-home approach.

PROBLEM
While DAD’s wanted to acquire more customers and media attention for its products, the company also needed to maintain messaging consistency and overall brand integrity.

SOLUTION
We created a unified campaign featuring hand-painted barn images that was executed for segmented target audiences. By implementing varied creative tactics with a unified look-and-feel, the campaign maximized impact for each target audience while staying true to the brand.

For example, to target rural audiences, DAD's painted headlines on real barns and silos to reinforce the message of locally grown pet food. For customers across demographics, I designed and created composite decorative images in Adobe Photoshop for ads that ran in various magazines.