Re-Framing How We Feed Our Pets With Purina
Problem
Nestle Purina wanted to define the long-term innovation opportunities for both dogs and cats across Asia. We were tasked with ‘Creating Sustainable, Region-wide platforms that re-frame our choices for feeding our pets’ in a massive innovation insight brief.
Pressure
The industry has grappled with the need for innovation in response to changing dietary trends and preferences among pet owners. Nestle Purina faced the challenge of defining long-term innovation opportunities across multiple countries, brands, stakeholders, and sub-categories in Asia.
Solution
Nestle Purina introduced Supercoat True Origin, a comprehensive, sustainable platform reshaping pet feeding choices. This region-wide initiative emphasises premium convenience, offering high-quality variety with easy serving. It promotes conscious consumption through transparency and top-quality ingredients, prioritising pet nutrition, health, and overall wellness.
Impact
Purina PetCare continues to lead Nestle growth, Supercoat True Origin has successfully reframed pet food choices as ‘paleo’ option for pets – closer to pet's natural diets. Since the launch in Australia in mid 2018, the range has become a consumer and retailer favourite.