Scraps

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.