Purina launched the pet food industry over a century ago. And their unwavering dedication to people and their pets has made them the household name they are today.
However, in the realm of specialty diets, Purina lagged behind the competition.
In order to shed the image of a generic, “grocery store” brand, we needed to show them as the passionate pioneers they truly are. And as it turns out, all we had to do was tell the story through the eyes of their employees.
A rescue cat researcher in Colorado, a sprint dog racer in Alaska, an immunologist, product developers and veterinarians all display the passion of professionals at the tops of their fields who care deeply about what they do every day at work.
And we were privileged to map out and build an online experience that takes you through the very human side of research and development at Purina, where empirical data and genuine empathy combine to formulate their best-in-class products.
I dare you listen to Arleigh Reynolds talk about what he does, and try to resist the urge to move into a cabin and live with a team of sled dogs.