The Background

CRAVE Pet Food, one of Mars Petcare’s up-and-coming brands produces high-quality, nutrient-dense pet food that is based on cat’s and dog’s ancestry and genetic lineage.

By taking time to understand the needs different breeds of cats and dogs have, pet parents can make sure their pets are receiving nutrient-dense food that their pets are instinctively drawn to.

In Australia, 27% of the population owns a cat and 40% own a dog. To tap into this market, we joined forces with CRAVE to build an engaging tool to create a value exchange that offered a personalised user experience, built awareness, credibility and increase sales.

 

The Opportunity

The Pistol and CRAVE worked collaboratively together to create CRAVE Ancestry, a custom interface where users input data about their pet at multiple touchpoints. Our creative and development teams designed bespoke motion graphics, video content and built the first-part data acquisition strategy whilst consulting with CRAVE every step of the way.

Once the user has clicked through the touchpoints, a personalised report is then generated with the users’ pets ancestry, as well as product suggestions based on their pets nutritional needs.

The Outcome

CRAVE Ancestry set CRAVE apart from its competitors and provided useful value exchange for the company as well as its target customers. Since then the brand has continued to grow and now has wider access to first-party data than it did previously.