“Feed your pet LIKE A PRO™” is the key message of Purina® PRO PLAN® European platform, which inspires dog and cat owners to care for their pets as a professional athlete would do for themselves.
In Italy, the campaign is developed by ATC – All Things Communicate, which has built a phygital activation ecosystem based on the core concept, designed to generate awareness, engagement, and conversions, while maintaining a consistent narrative across both online and offline channels.
At the heart of the big idea are 5 top global tennis players selected as ambassadors, supported by a particularly robust local adaptation made up of full-funnel content that connects sport and premium nutrition.
Among the initiatives launched by ATC was also a contest featuring champion Jasmine Paolini and her dog, rewarding users’ social media engagement: by sharing an image with a personalised filter of their own pet, participants could double their chances of winning. Prizes included a tennis racket signed by Paolini herself.
The agency curated the design and production of a wide range of assets, aimed at reinforcing the brand’s premium-performance positioning: in-store theatricalisation materials, a contest microsite, campaign banners and digital advertising across major marketplaces, as well as internal communication tools – including the branding of Purina® Italy’s headquarters – and the B2B2C brand experience.
On top, the PRO PLAN® dog and cat ranges, featuring functional foods and tailor-made formulations developed by Purina® veterinary nutritionists, represent the natural culmination of a communication journey that firmly establishes a link between high-quality nutrition and everyday performance.