PetPlate – Preferred 2:1 Campaign

As part of PetPlate's ongoing efforts to improve product offerings, the organization updated their signature product, FreshCooked, entree manufacturer and cooking technique. The marketing team then looked to organize a digital brand awareness campaign to inform current customers and prospects about the improvements made to the meals: more noticable chunks of meat and vegetables, variety of flavors, and being recommended by others.

To fortify the marketing campaign messaging, the working team integrated data obtained from a diverse focus group encompassing dogs of different ages, sizes, and breeds. The results demonstrated that the new recipe was preferred by the majority of dogs at a ratio of 2:1.

To visually convey these enhancements, the meals are shown prominently top-down, making these the main focus and providing a detailed view of the improved formula. The incorporated colors are symbolic of each of the entree lid flavors that customers recognize the formulas by.