Projects: Nutrena Make It Count & Nutrena True
Agency: Yamamoto
Mission: Create ads and deliverables focused on brand and high-level awareness around Nutrena’s Make It Count campaign and Nutrena True product launch.
Hats worn: ACD, raconteur, editor, voiceover supervision, copywriter.
What was Ryan thinking? Two different asks under the Nutrena umbrella with one thing in common: with Nutrena, you’re feeding your animal happy and healthy, so they can live their lives accordingly.
Make It Count taps heavily into that sentiment and comes to life as a high-level Nutrena brand awareness campaign across multiple species, including pet, equine and poultry. The imagery is heartfelt, wholesome and evokes the notion of feeding the bond between you and your buddy. All the tingles, thoughts and good times ladder up to their campaign slogan, “What really counts.”
Nutrena True dials into a product launch for a no-frills – but not low-quality – dog food. Somewhat high-level in approach but dipping its toe into specific benefits, the messaging and imagery is hardworking, earnest and brings to life the idea that this is an honest day’s bowl of food. If your dog busts its ass during the day like you, this is the stuff that’s going to keep them working as hard as you do.
In both cases, Ryan created the scripts and copy constructs with stoking an indelible moment in mind. For Make It Count, you’re “Feed(ing) more (sentiment.) That’s what really counts.” And with True, every bowl is honestly earned because it’s “True to your dog.” From there, those nuggets were fashioned into vehicles that drove messaging from video to digital to POS assets. Hey, hardworking craft is what really counts.
Check out the landing pages for each respective campaign by clicking on the image or head to…
Make It Count: https://www.nutrenaworld.com/whatreallycounts
True: https://www.nutrenaworld.com/nutrena-true-pet-food
ALT link to "Feeding Time" :30 from the Make It Count Campaign:
