For Lily’s Kitchen, a brand that places authenticity and nutritional balance at the heart of its identity, ATC – All Things Communicate developed a brand activation project aimed at the Italian trade channel, transforming a promotional cuvette into a small journey through global flavours to share with your four-legged companion.
A consistent story inspired by world cuisines
Each product featured in the cuvette is linked to a recognisable, culturally rooted traditional recipe. Ingredients, combinations and naming genuinely reflect the essence of the original dish, reimagined to meet dogs’ nutritional needs.
The agency built the project’s storytelling around the unifying theme “Recipes of the World”, a concept that highlights the connection between culinary culture and pet care, while staying true to Lily’s Kitchen’s brand identity.
Cuvette and leaflet per humans and pets together
This link between pet food and human cuisine became the focus of the entire creative approach. All assets were designed with visual elements and iconography evoking travel and the featured countries (France, the UK, and Hungary) while the three accompanying leaflets inside the box played a key role.
Each leaflet served a dual purpose: to present Lily’s Kitchen’s nutritional benefits, and to offer step-by-step instructions for human recipes inspired by each pet food reference, designed to be easily recreated at home. It was both a symbolic and practical invitation to share a mealtime experience, inspired by a common gastronomic theme.
An effective activation tool
The project combined strategy, content and design in line with the brand’s positioning: to offer truly “proper” food, developed to ensure wellbeing, quality and transparency.
This initiative introduced Lily’s Kitchen’s products to trade customers in a distinctive way, highlighting their core values while encouraging direct engagement.