New dog owners have trouble figuring out what food they will feed their pet. This decision is so complicated because the market for premium dog food is crowded with multiple brands.
Target: Dog owners who are looking for a brand that they can trust.
Objective: With so many recalls on international pet foods, we want the target to think of Acana as the healthiest and most trustworthy option for their pet.
Strategy: Use print ads and a community driven app to tell the target that Acana is the Canadian brand of dog food. Acana shares Canadian values.
Big Idea: Canadian Made. Internationally Trusted.
ACC: M.J Ruiz CW: Brian Freitas AD: Kylie Avalon Davies
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