PURINA PRO PLAN

PROPLAN.COM

As Purina's flagship brand, Pro Plan pet food has a devoted following among breeders and handlers of the top show and sporting dogs around the world. Yet despite this lengthy track record of success among the pros, things were getting lost in translation with your average devoted dog owners. Further complicating matters, the previous site made cat food an afterthought. Our answer was to overhaul the brand's site in a way that gave both species their due, dialed up SEO, created more paths to product and CRM, and made it easy to find where to buy Pro Plan. While doing so, we stayed true to the brand's scientific roots while speaking in ways that made Purina's expertise more approachable to a wider range of buyers. Designs by Peter Petrulo, Gordon McIntyre-Lee and Stacia Burtis. 

myPLAN

If you poke around most pet food sites, you'll stumble on plenty of food finders that get about as deep as your dog's age and protein preference. As a brand loaded with nutritional expertise, there was an opportunity for Pro Plan to stand out by building the most consultative food finder in the industry. Our answer was to build an experience that not only asked for input on their dog's traits and preferences, but taught the importance of these factors along the way. In addition to presenting an expert food recommendation for their dog, we'd send along a number of useful articles that were closely aligned with the input they had given. Designs by Peter Petrulo, Gordon McIntyre-Lee and Stacia Burtis. 

P5 DOG TRAINING APP

With a number of tech companies trying to break into the pet care space, we brought pet care into tech. The P5 Dog Training app puts the expertise of Purina trainers in hand with video tutorials, a patented dog activity tracking software to help owners set goals, learn training skills and track their dog's activity and progress. Available for iOS and Android. Designs by Peter Petrulo.