PURINA: DOG CHOW

Dog Chow put the OG in dog food.

For 100 years, Dog Chow has been delivering quality food with quality ingredients. But over time, the number of dog foods entering the market making health & taste claims have drastically increased. We were asked to remind dog owners that dog food doesn’t need to be complicated to give them everything they need and want. We pitched a creative campaign to show how Dog Chow lets “everydog” get back to being a dog–and won.

LET DOGS BE DOGS

Today, when it comes to dogs, we’ve completely lost the plot. We’ve surpassed adoration and gone straight to inordination. Dressing them up, doing their hair—we’ve humanized them. Well, enough of that. Dog Chow is advocating for your furry friend, it’s time to get back to scampering, slobbering, getting muddy, going full zoomies, and wagging their tail like a helicopter.

TVC

Campaign Messaging

Food Quality Messaging

SOCIAL
(call out owner silliness)

Messaging || Social || Activation
Revel in pure, doggie joy.

Stunts

In-Store || Digital || OOH

Agency: VML
Chief Creative Officer: Jared Kozel
Creative Directors: Diogo Mendonça & Marcelo Florentino
Writers: Me & Caroline Lancaster
Art Directors: Raven Higgins & Natasha Rodgers