Eukanuba is a breeder's brand. We were given the opportunity to drive awareness in publications going to breeders attending dog shows. Our insight was that breeders trusted other breeders, so we went on a mission to find some amazing stories about elite breeders and their dogs. We even had the breeders attend the dog shows to meet with fellow breeders to share their stories as ambassadors for the brands. The program was a 360º approach with an ad campaign, promotion and tactical tools to drive intent and purchase.
Consumer and Shopper Continuum
