MUSE Gold

2023

Scraps

Entrant Company

PACO Collective

Category

Advertising - Magazine Ad (Campaign)

Client's Name

The Urban Mutt

Country / Region

United States

BACKGROUND

Sales of natural pet food are expected to reach almost 9 billion dollars by 2024, making up just over one quarter of the overall pet food market in the US. Two factors contribute to this: the humanization of pets and heightened awareness of healthy eating. 67% of Millennials identify their pets as “fur babies” and agree that the most important characteristic of pet food is that it has human-grade ingredients. Afterall, their baby deserves the best tasting and highest quality food available. And that’s where Urban Mutt comes in.

CHALLENGE

The Urban Mutt is one of the few store brands in the Chicagoland western suburbs that offers only 100% healthy dog food – from grain-free foods to specialty treats for dogs with allergies. Besides being a well-known local store brand, their customers are mostly unaware that the store offers much more than the brands they carry. The Urban Mutt has also created its own line of homemade premium treats that are made with only real meat, making it not only healthier but tastier and flavorful for their furry friends.

INSIGHT

Flavor has always been out for debate when it comes to healthy dog food. Dog owners are constantly looking for options that can help their pets live healthier lives even if it comes at the expense of flavor. But the owners aren’t the ones eating dog food, the dogs do.

SOLUTION

To show the importance of flavor from the pet perspective, we created a series of posters and print ads directed to dog owners that showed the result of having a flavorful, homemade alternative, and expressed the preferences of their pets in a genuine and insightful way.

Credits

CEO
Ozzie Godinez
CCO
Pablo Acosta
Executive Creative Director
Martin Serra
Associate Creative Director
Luis Sierra
Group Account Director
Kelly Sudnik
Project Manager
Ivette Sanchez
More Gold Winners
2023
 
MUSE Advertising Awards - Entangled Things, Entangled Connections Online Exhibition
國立臺灣歷史博物館 National Museum of Taiwan History

Entrant Company

環耀實境有限公司 Panosensing

Category

Website - Cultural (NEW)

Country / Region

Taiwan

2023
 
MUSE Advertising Awards - Work From Home Kit Infomercial

Entrant Company

Mitosis

Category

Video - Comedy

Country / Region

United States

2023
 
MUSE Advertising Awards - The Digital Divide

Entrant Company

JITTY

Category

Social Media - Community

Country / Region

United States

2023
 
MUSE Advertising Awards - Mythforce - Announcement Trailer

Entrant Company

Player One Trailers

Category

Video - Motion Graphics

Country / Region

United States