Purina® PRO PLAN® "Like a PRO™"
A phygital strategy that transforms pet owners in coaches for their four-legged friends
"Feed your pet LIKE A PRO™" is the key message of Purina® PRO PLAN®’s new European platform, which encourages dog and cat owners to care for their pets the way a professional athlete looks after themselves. The campaign was developed in Italy by ATC – All Things Communicate.
- Brand strategy
- Consumer activation
- POS & internal communication
- Below the line
- B2C digital activation
- Social media
- Key visual
- POS & headquarter materials
- Contest development
- Website
- Digital assets
Backed by 5 world-class tennis players chosen as ambassadors, the big idea merges premium nutrition with sporting values. In the Italian market, this was brought to life in an eye-catching way thanks to ATC’s work, which amplified and orchestrated the concept through an ambitious integrated initiative combining physical and digital elements, engagement and conversion.
ATC designed a full-funnel engagement ecosystem that places the consumer at the heart of the experience Like a PRO™, activating them across multiple touchpoints.
The storytelling, coherent and dynamic, connects channels and experiential opportunities to strengthen the bond with PRO PLAN®, deepening the relationship between pet owner and brand.
The output: a B2B2C campaign expanding from strategic milestones to the production of physical and digital assets – key visual, in-store communications, a mini-site, digital advertising, and branding at Purina® headquarters – with particular attention to consistency.
An in-store activation with materials that bring the key concept and its credibility to life in the retail space, conveying the scientific element of the dog and cat PRO PLAN® product ranges and the key role played by the ambassador athletes, each of whom owns a pet.
B2C contest starring champion Jasmine Paolini and her dog. ATC created an advanced engagement mechanic: by sharing a personalised social media filter featuring their own pet, participants doubled their chances of winning. Among the prizes up for grabs, a tennis racket autographed by Paolini herself.
Strong digital presence through the development of the B2C contest mini-site, assets for leading marketplaces, and a targeted banner campaign.
Additional visibility and engagement materials were also created for internal brand communications, including the branding of Purina® Italy’s headquarters, along with a suite of assets for themed giveaways aimed at reinforcing the campaign’s premium-performance positioning.
