Big Heart Pet Brands: Seasonal Platform Activation

This case study describes how Big Heart Pet Brands responded to the discovery that pets don't get treated during cultural holidays, exploiting this gap in the market by creating great gifts for pets: treats.

Big Heart Pet Brands: Seasonal Platform Activation

Brand: Milk-Bone, Pup-Peroni, Milo's Kitchen

Client: Big Heart Pet Brands

Agency: FCB/RED

Campaign summary

This case study of Big Heart Pet Brands capitalizes on a stunning discovery - America's most beloved pets are not being treated during cultural holidays. Owners and their families were treating themselves, while their pets, indulged every other day of the year, were being overlooked. This $350 MM opportunity led led to an insight about pet gift-giving behavior that inspired us to champion the cause of pets getting the gifts they really want at the holidays - treats. The...

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