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Digital Transformation

Nutro sets new standard for clean pet food in BBDO San Francisco spot

By Haley Velasco | Freelance journalist

April 7, 2017 | 3 min read

The Nutro brand has relaunched itself with a new commitment to clean food, as evident through the brand’s new philosophy: Nutro. Feed Clean. The brand has made a commitment to recipes that are simple, purposeful and trustworthy, with real, recognizable, non-GMO ingredients.

“The Nutro brand, which pioneered natural pet food 90 years ago, has always been focused on finding the best way to feed cats and dogs. In creating our new food philosophy – Nutro. Feed Clean – we took inspiration from the human clean-eating trend that is not only about the food you eat but how it makes you feel. Through this inspiration, we've developed recipes that are true to this philosophy and are simple, purposeful and trustworthy,” said Eric Huston, marketing director, Nutro.

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NUTRO sets new standard for clean pet food in BBDO San Francisco spot

Nutro sets new standard for clean pet food in BBDO San Francisco spot

With BBDO San Francisco, the brand created “This is Clean”, a spot that shows the brand’s pledge to clean recipes that gives dogs energy. The campaign is currently running on national TV and across digital channels with the goal of getting out the brand’s philosophy.

“The BBDO concept for 'This is Clean' was developed as a result of the creative insight that dogs gain energy from the food they eat. With this campaign, we wanted to show real, energetic dogs of all shapes and sizes living a clean lifestyle. We believe that dogs who eat clean have the energy to get dirty. The juxtaposition of clean and dirty sets Nutro apart from traditional dog food ads in a fun and relatable way,” Huston said.

Nutro has introduced a new limited ingredient diet product line of dry food for dogs, news recipes and grain free dry dog food lines, as well as new packaging.

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