Having identified an opportunity in the market for a natural pet food at an economical price, PetSmart wanted to create a pet food brand that could capture the emotional connection between pet parents and their beloved pets. We all want the best nutrition for our pets, but we shouldn't have to spend more on them than we do ourselves.
The moment right before we feed our pets was the inspiration—when Fido is obedient, eager, and totally dependent on us. It is the sort of moment we look forward to each day and it can represent so much about our relationships with our pets.
PetSmart was even willing to go further and used this emotional platform to strengthen their commitment to charity by providing a meal to a pet in nearby shelter for every bag of Good Natured pet food that is purchased.
Going the extra mile and translating basic brand character into meaningful action will always resonate with customers.
Lead Design, Spicefire