Showing customers less really is more.
We live in a super-size-me, bigger-is-always-obviously-better world. So how do you convince customers that getting less is actually better. Not only less is better, but less for their pet. Fido loves himself a meal, afterall.
Sounds like a crappy project, right? Exactly.
I worked on two campaigns to help demonstrate the benefits of PETCO premium pet food in terms owners can really understand. The high nutritional content means your pet can eat less. Which means your pet can poop less. Which means you can spend less time picking up after them. We even created cheeky little poop pick-up bags to reinforce the idea.
Now that’s something that will resonate with any pet owner.