We were asked to position Beneful not just as a leader in premium dry dog food, but as food both dogs and their parents can get excited about. So, we pitched two creative campaigns that delivered on that promise—and WON.

Most dog owners don’t call themselves owners, they call themselves parents. Because their dogs aren’t pets, they’re family members. And they feed them as such. They feed them Beneful because it’s their job to make sure they’re not only happy but healthy.

LOVED BY DOGS, AND THEIR PARENTS.

When a dog loves a meal, you know it—because they show it. Zoomies. Lip licks. Tail wags. They lose their ever-loving minds. That’s a feeling you want them to have every time they eat—and Beneful delivers. But it doesn’t only make them happy because it tastes good; it makes you happy because it’s good for them. So next time you see that tail wag…join in. With Beneful in their bowl, we all have the benefit of delicious food that’s also nutritious.

WE ALL BENEFUL.