Title | Feed it Forward |
Agency | Publicis Sapient |
Campaign | Feed it Forward |
Advertiser | Halo Purely for Pets |
Brand | Halo Purely for Pets |
Date of First Broadcast/Publication | 2014 / 11 |
Story | Despite large retail partners and a passionate following, Halo, a premium pet food brand, is largely unknown. The brand’s first ever television spot presented the opportunity to activate passionate pet parents into brand ambassadors, while amplifying Halo’s transformative nutrition message and giving story. The commercial follows a bowl of Halo from adopted dog to shelter dog. It depicts the adopted dog fulfilling Halo’s differentiator, feeding it forward to shelter animal in need of nutrition. The viewer becomes the beneficiary of Halo’s giving story while simultaneously building awareness for the brand’s mission by asking for a photo to be shared. For each photo shared, Halo responded with an invitation for trial, a coupon. In four test markets, year-over-year sales increased 40% and shared over 700 posts to Instagram. |
Media Type | Television |
Length | |
Executive Creative Director | Barry Fiske |
Creative Director | Jennifer Putnam |
Copywriter | Peter Louison |
Art Director | Jason Woz |
Copywriter | Emily Morgan |
Media | Elling Stopak |
Creative Strategy | Jenessa Carder |
Editor | Joe Heck |
Group Account Director | Michael Maione |
Senior Account Director | Josh Reed |
Project Manager | Arianna Bolton |
Production | Minder Production |
Director | Jason Stamp |
Executive Producer | Chris Jennings |
Director of Photography (DOP) | Steve Schinnerer |
Animal Trainer | Gleanna Doyle |