Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including:

There are no restrictions or regulations regarding this specific healthcare communications in our country.

Describe the target audience and why your work is relevant to them.

We deployed posters and digital OOH that targeted owners by zip codes. This allowed for a one-on-one conversation with dog owners, driving them to start a shopping experience tailored to their dog via a unique QR code from their poster or click through from their digital display.

Cultural/Context information for the jury

Dog food products are generally categorised by size, either made for small, medium or large breeds, but this isn’t necessarily what’s best for them and may not be answering any health concerns. Puppo, a New York-based pet nutrition company, caters to every dogs’ uniqueness by personalising nutrition plans for each dog’s individual health requirements. In order to raise awareness of the unique functional product benefits that Puppo provides, we wanted to tell a unique story to dog owners who were already buying quality nutritional food and who had an instinctive feeling of responsibility towards their dog’s health. We aimed to increase the share of voice in an incredibly competitive market by demonstrating that each dog requires a unique dietary plan, and in turn, direct owners to sign up for a Puppo subscription nutrition plan for their dog.

Translation. Provide a full English translation of any text.

n/a