Strategy - Client: Nutrecan / Nutrecat de Solla Nutrición Animal
This was the strategy I developed and proposed for the Nutrecan & Nutrecat tender in 2022, and the creative concept landed by the creative team at Ariadna Communications Group.
CHALLENGE:
Position the Nutrecan and Nutrecat brands, creating differentiation and relevance.
GOALS:
Generate awareness of the Nutrecan and Nutrecat brands within the pet food market.
Increase traffic to the e-commerce by 5% in the next six months.
WHAT IS THE CATEGORY DOING?:
The most common communication territories of the category (both dog and cat food) are:
Happy and perfect moments with the pet.
The humanization of the pet.
HOW IS THE RELATIONSHIP BETWEEN PEOPLE AND THEIR PETS?
Through social listening, we discovered that people talk about the reality of their relationship with their pets: the damages, fights, bitings, scratching, etc. Pets do what they want, sometimes they misbehave, and we still love and spoil them.
CONCLUSION: The direct competitos focus on the functional benefits of the products and the perfect moments experienced with the pet. That is, there is a disconnection between what brands communicate and what people say. So we have an opportunity to differentiate ourselves and stand out within the category by showing the real relationships between humans and their pets.
STRATEGY:
Real relantionships, those able to develop the strongest bonds, are not those we see on Instagram.
Real relantionships are the ones where we fight; because that's how we learn.
The ones where they make jokes on us; because that's how we expand our patience.
The ones capable of bringing out our dark side and at the same time our best side.
True relationships are the ones that test us all the time.
Strategic Concept: Nutrecan and Nutrecat, for the friends that constantly test us.
This strategy set the tone for the campaign proposal, and thanks to this, the creative team was able to develop the creative concept below and the rest of the campaign, generating innovative ideas and withouth losing sight of the stated objectives.
CREATIVE CONCEPT:
Real friendships overcome everything.
CTA: Feed them with Nutrecan/Nutrecat.
Selling line: Uniting Friends.
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