LILY’S KITCHEN - DRY FOOD FOR DOGS

Campaign positioning, digital, eCRM, print, press & experiential

The brief was to draw in a new audience to Lily’s Kitchen complete dry food. I first created a proposition and campaign line around ‘Complete Love’ which was very much liked by the team. Still, they wanted to bring in more focus on the quality of the ingredients.

I did some brainstorming around the word ‘Goodness’ and put forwards the line, ‘With Goodness comes Greatness’. This concept formed the basis of a lead brand campaign, both on and offline.

Why this line works:

• Everything that’s good about this food makes it the greatest.

• If your dog eats food full of goodness, it helps keep them healthy and feel great.

• All the good things that Lily’s Kitchen do as a company make them the greatest choice for you and your pet.