Today, 66% of U.S. households include at least one dog or cat—and the majority consider their animals family members. Purina wanted to be more than a food brand to a new generation of devoted and discerning pet parents.

In a yearlong campaign, The Washington Post Creative Group showcased Purina’s vast pet expertise with four ambitious executions. It was the largest branded content investment Purina had ever made with a publisher.

The first three releases aligned with Purina Cares pillars. We started with a multimedia article that covered pet nutrition and included a doc-style video, interactive feeding guide, and food label decoder. Then we focused on pet bonding and socialization with a heartwarming adoption story and doc-style video, supplemented with educational vignettes from a Purina veterinarian. Next, we shared Purina’s sustainability mission with an interactive quiz that empowered pet parents to understand and decrease their dog or cat’s environmental pawprint.

The campaign’s final release supported the Purple Leash Project, a partnership between Purina and Red Rover to create pet-friendly domestic violence shelters. In an immersive experience enhanced with scrolling 3D renderings and audio, we showed the thought and care that goes into designing a safe haven for the entire family.

*Source: American Pet Products Association