Purina Adoption Campaign
Consider a shelter pet
Purina Petcare leads the industry in providing food and resources that nourish our pets and enrich their lives. Beyond products, Purina also pursues partnerships with animal shelters and organizations to advocate for animal welfare.
Raising a pint for pets
CHALLENGE
Purina partnered with Paradigm, a local marketing agency, to develop the #ConsiderAShelterPet campaign. Multiple animal adoption campaigns had been carried out in the years since — but the campaign needed a fresh new focus. Instead of dispelling misconceptions, Purina wanted to drive locals to actually adopt a pet.
SOLUTION
Paradigm led Purina’s inter-agency team in setting the campaign’s creative direction. As the lead b2c advertising agency, we debuted the brand’s new partner — Urban Chestnut Brewing Company (UCBC) — and guided activations across digital, social and out-of-home channels.
Creative Direction + Photography
We directed the campaign away from misconceptions and toward adoptions.
In years past, creative was focused on spotlighting shelter pets and telling their unheard stories. This time, we positioned our creative to portray the joy of adopting a new friend and showcase the special relationships people have with their shelter pets.
In exploring animal adoption campaigns, we realized there was no better way to show off the love between people and their pets than through real adoption stories.
Our local marketing agency team identified a few adopters who stopped by our office with their best friends for a photoshoot. Notably, the photoshoot featured UCBC’s highly anticipated beer, Urban Underdog, bearing the #ConsiderAShelterPet campaign details.
Graphic Design
The images from the photoshoot became the core of our campaign.
Our b2c advertising agency developed a series of billboards, banner ads, social media graphics and environmental graphics. Each piece connected audiences to our core message of adoption and raised awareness for the annual adoption event.
Content Strategy
Naturally, our animal adoption campaign content led with heart.
We wanted to sell readers on the total value of adoption through warm, emotional language. Our key vehicle for the campaign’s messaging was the ConsiderAShelterPet.com website, which we updated to align with our new direction.
Event Marketing
Our campaign culminated in the Better Together Adoption Event in Soulard Market Park.
As thousands of people stopped by the park to meet adoptable cats and dogs, we wanted to deliver a special token for those who took home a new pet that day. Our b2c advertising agency worked alongside a campaign photographer to create a photo booth at the event.
Adopters were invited to take their first photo as a family — commemorating the start of their lives together and spreading the word about adoption.
-
27%
increase in event attendance, year-over-year
-
60 Million+
impressions in the St. Louis market
