Zambezi | Creative Brief | Strategy
Develop a TVC spot that introduces Jinx as a premium dog food for loving dog parents.
Drive awareness of the brand and the benefits of switching
Convert awareness to sales, either DTC or a local retailer near them (Walmart, Target, Chewy)
Pet food brands usually show up in one of three ways in the category:
Pull at heartstrings with emotional stories around dogs and their owners
Cheesy humor where dogs are seen talking or acting silly
Focus strictly on the ingredients and functional benefits that the food provides
We have an opportunity to use our clever and witty tone while still being warm and lighthearted to find that balance between the emotional and functional benefits of giving your dog healthy food for a healthy life.
Die-hard dog lovers who want the best for their dog, and are willing to pay more if it’s worth it.
Slightly higher income, suburban/married, skews female, 3+ household; shops at Walmart (Grocery + Pet)
Average Walmart Consumer
The average age of customers at Walmart is 46 years old, with women frequenting the store more often. Additionally, 60% of Walmart’s customer base is white/caucasian
Hispanic shoppers are the second most popular race that shops at Walmart, followed by Black customers
The largest percentage of customers at Walmart is people between the ages of 25 and 34 years old, making up over 20% of the retail store’s customer base
Researched trends, audience. and competitive landscape surrounding the dog food category
Helped put together creative thought starters and jumping off points
Helped to craft the strategic approach and opportunity for the campaign
Jinx is premium dog food with nutritious, real ingredients for happier, healthier dogs.
Brand tagline: For happier, healthier dogs.
Brand positioning: Jinx is real—like our ingredients—and our dogs aren’t like family, they are family. Jinx products are formulated and priced to bring better nutrition to dogs everywhere.
Product positioning: Our kibble is for all life stages, and the Jinx lifestyle is inclusive of all dogs, all people of every shape and size.
Aim to steal market share from legacy competitors like Blue Buffalo, Pure Balance, and Nutro, but are coming from a fresh perspective creatively, akin to premium DTC brand Farmer’s Dog.
Creative and Production Team:
Matt Babazadeh: Head of Strategy
Angelina Nguyen: Account Executive
Jeri Low: Executive Producer
Natalie Gomez: Director of Integrated Strategy
Sean Daly: New Business Growth Director
Dustin Mulstay: Head of Production
Cat Marsh: Strategist
Christian Damon: Account Director
Matt Sherman: Group Creative Director
Marc Mason: Group Account Director
Alexa Thomas: Senior Copywriter
Alayna Zidek: Senior Art Director
Gavin Lester: Chief Creative Officer
Alex Cohn: Head of Content