Campaign Plan for June
VETACTIVE:
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Gallery campaign with every VETACTIVE product
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Sensitive campaign
REMARKETING:
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Don’t believe us. Believe your dog.
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AB test:
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We’ve elevated our dog food to human food standards.
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“Dinner.” — “Just like you’d prepare for yourself.”
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Campaign Plans
01
Vetactive
Gallery Campaign
04
Remarketing
AB test 1
At the level of human food
02
Vetactive
Sensitive
05
Remarketing
AB test 2
Your dog’s dinner, just like yours.
03
Remarketing
Believe your dog.
A tervezés folyamata
01
VETACTIVE
Gallery campaign featuring all VETACTIVE products.
To create the campaign, it was essential to understand which product suits which dog breeds and what the main criteria are.
Dog breeds most prone to obesity:
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Labrador Retriever
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Pug
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Beagle
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Golden Retriever
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Dachshund
They tend to overeat, have lower energy requirements, or their owners often “overlove” them with treats.
Dog breeds most prone to stomach problems:
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Great Dane
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Weimaraner, Irish Setter, Saint Bernard, Doberman, Boxer
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French Bulldog, English Bulldog, Pug
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Yorkshire Terrier
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Labrador Retriever
What can be done for these breeds?
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Multiple small meals instead of one large portion at once.
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Slow feeding (e.g., using a slow feeder bowl).
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High-quality, easily digestible food with few additives.
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Allow time between exercise and feeding (especially important for breeds prone to gastric torsion).
Dog breeds prone to food allergies or intolerances:
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West Highland White Terrier (Westie)
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French Bulldog
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Labrador Retriever
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Golden Retriever
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Boxer
What can be done for allergy-prone breeds?
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Use hypoallergenic foods (e.g., single-protein, grain-free).
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Elimination diet – excluding allergens through a targeted diet.
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Natural, clean ingredients – e.g., Iberian pork, sweet potato, fish.
Main nutritional needs of senior dogs:
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Less energy – but high-quality protein
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Joint protection
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Digestive support
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Immune system support
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Preservation of kidney and liver functions
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Weight control
The basic idea is presented through the blending of dogs and human habits.
I depict the dogs in a realistic, human environment (with the dog breed that best fits the given food), and I emphasize their problem—what they can no longer do if they don’t eat the proper food.
Vetactive Light – They can’t eat whenever and as much as they want.
Vetactive Sensitive – They can’t eat just anything because it will hurt their stomach.
Vetactive Hypoallergenic – It matters what they eat.
Vetactive Senior – Less energy if the nutrition is not appropriate.
02
Vetactive, Sensitive
Special focus on introducing the new product for dogs with stomach issues.
The core idea continues the theme of blending dog and human habits, as this is part of the Vetactive product family.
The gallery ad was created in a drawn/illustrated style, where the dog “speaks” about how hard things are for them... but there is a solution!
03
REMARKETING
Communication to the user that they don’t have to believe us or any marketing message. Believe the dog (or your own eyes) when the benefits of a complete diet tailored to the carnivorous nutritional needs of dogs become visible. We want to communicate this with a very short, concise message, for example: Don’t believe us. Believe your dog!
Version 1:
Here, I also considered two variations, both in a photorealistic style.
In the first case, the dog is portrayed as an all-knowing scientist, someone you can trust at a glance, so it surely knows which food is best for it.
In the second case, the dog is an ordinary pup, but it whispers the inside scoop to its owner—in other words, it’s the one who knows what it’s going to eat.
04
REMARKETING
AB test 1
For the first campaign, only the communication focus was defined:
We have elevated our dog food to the level of human food.
Based on a previous cat campaign, I designed two directions in a similar style.
One is a more serious, aristocratic line that highlights the high quality.
We could also move in a slightly more playful, illustrated direction with the creatives. The dog could even have a place in the kitchen.
05
REMARKETING
AB test 2
You had a concrete idea here:
The ingredients (fresh meat, potatoes, herbs, cold-pressed oil, etc.) would be displayed on a kitchen countertop, with an empty dog bowl also visible in the creative.
The text on the creative would be:
"Dinner."
Then on a new line: "Like the one you would make for yourself."
An important aspect was that only real ingredients could appear in the creative.
In addition to the previous concepts, a different approach was needed, focusing on the ingredients.
Here, the preparation of the dinner is placed at the center, made by a chef, ensuring the high quality of the food because the dog deserves it too.
Building further on the ingredients and the meal preparation, I imagined a cookbook where the ingredients form the basis of the dog’s meal — just like something you would prepare for yourself.
