2024

What Really Counts Campaign

Entrant Company

Yamamoto Agency

Category

Branded Content - B2C

Client's Name

Nutrena Cargill

Country / Region

United States

The Nutrena master brand is consistently losing awareness in the market. Once people use Nutrena products they love them and are incredibly loyal, but they don’t realize they are Nutrena products. Consumers currently have little to no emotional connection to the Nutrena master brand. While not necessarily consumer facing this idea does lean heavily into Nutrena’s core purpose. A purpose shared with animal lovers and owners. Everything counts, every bit of every kibble, every supplement and every innovation. None of it is filler. It all has a purpose. We believe passionately in helping owners make great choices for their animals so that they can share long happy lives together.