black labrador purina pro plan range relaunch

Together with Purina Pro Plan in the launch and development of new projects

A long and fruitful collaboration born in the Italian market and evolved internationally


speciality
  • Below the line materials
  • Storytelling
  • BTL
  • POS activation
  • Web design & digital activation
deliverable
  • Website
  • Ad campaigns
  • Trade and Vet toolkit
  • Concept design
  • Video shooting and editing
year 2008-2019
Over ten years of successful initiatives

The professional relationship between ATC - All Things Communicate and Purina Pro Plan was born and consolidated over the years in the Italian market, through a series of high-impact communication initiatives. Starting with the creation of the first brand site designed not as a shop window, but rather as a portal full of useful and authoritative information for an ideal relationship between owner and pet. In particular, the video series dedicated to dog training and the availability of direct contact with a vet proved to be fundamental assets in obtaining excellent results in terms of a high number of site visits and low bounce rates. This first success led to equally satisfying new partnerships, such as the “Il Mese del Cucciolo” (Puppy Month) multi-year campaign, featuring press and outdoor adv, YouTube pre-roll, point-of-sale materials, engagement toolkit for vets and a mini-site strongly oriented to conveniently directing the user to clinics and participating sales points, through a personalized interactive map. An equally important milestone is the 7 Lives Program: an awareness and range navigation campaign aimed at highlighting the variety and complementarity of the different references available in the cat range.

International collaborations

Solid experience with the brand, knowledge of the pet food sector and ATC - All Things Communicate’s reputation for reliability also led the international headquarters of Lausanne and several European markets to establish partnerships on specific packaging projects related to new launches. In particular, ATC is active in co-creation projects for the preliminary development of the packs for the new ranges in the pipeline, aimed at optimizing the definition of the concepts. Furthermore, the agency has designed the creative for a specific small&mini range for the Russian market. In addition to our expertise in packaging, ATC also assists Purina Pro Plan in the production of video presentations of new lines, intended for both internal and trade communication.

ATC is active in co-creation projects aimed at optimizing packaging concepts
Italian market launches

Purina Pro Plan and ATC - All Things Communicate have also collaborated over the years at the main communication moments of the brand in Italy. In particular, ATC oversaw the Italian launch of OptiStart, colostrum-based nutrition for puppies. Later, the agency was asked to reinterpret and successively adapt, following the specifics of the local market, the relaunch of the range under the banner of OptiNutrition: a task for which great attention was given to highlighting the range’s main differentiating elements on the shelf. Subsequently, ATC oversaw the B2B and B2C materials for the Italian launch of the new Nature Elements range, which combines the scientific nutrition of Pro Plan with a new natural ingredient.

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