Over 12 years ago, Purina's Beneful created a new market for healthy, whole ingredient-inspired dog food. Recently, this beloved brand wanted to re-engage people around what it did best. They wanted do to so by sharing a strong truth: that some of the best times happen when people come together around a great meal. In March 2015, Beneful introduced a new tagline that gets right to the point - "Healthy with a Side of Happy" - and a campaign of mealtime observations and stories told through the voice of the dog. What better way for Beneful to remind us of how important good health and good conversation are to a great relationship?
Challenge / Goal
Refresh positioning and messaging to connect the core product values in a newly relevant way.