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Mars Inc (Household and domestic)

Article • Euromonitor Advertiser Profiles, January 2021

This Company Profile from Euromonitor provides key details and analysis of Mars Inc, the owner of brands such as Pedigree, Whiskas, Royal Canin and Nutro & Greenies.

Nestle SA (pet care)

Article • Euromonitor Advertiser Profiles, January 2021

This Company Profile from Euromonitor provides key details and analysis of Nestlé SA in the pet care sector.

Colgate-Palmolive Co (Petcare)

Article • Euromonitor Advertiser Profiles, December 2020

This Company Profile from Euromonitor provides key details and analysis of Colgate-Palmolive.

Petco: BuzzFeed + Petco Nutrition

Case Study • ARF Ogilvy Awards (US), Silver, 2020

Petco, a pet supplies brand, educated pet 'parents' on the crucial role that nutrition plays in helping maintain their pets' health and wellbeing in the USA.

Meow Mix: Meow Mix Remix

Case Study • ARF Ogilvy Awards (US), Gold, 2020

Meow Mix, a cat food brand, improved brand saliency and sales with its light-hearted Meow Mix Remix campaign.

Whiskas KIT: How cat content grew up to drive digital growth

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Whiskas, a cat food brand, created a branded content platform to consolidate its position in the UK as the preference in cat care and stand out in a crowded arena.

Life after lockdown: The new normal on YouTube

Article • Research on WARC, September 2020

The collective experience of lockdown inspired people to look for attainable authenticity and focus on productive entertainment.

Cesar Twinning: Putting dog food into Vogue

Case Study • Marketing Society, The Brave Awards, Highly Commended, 2020

Cesar, a dog food brand, launched matching sweaters for dog owners and their furry best friends in the US to create earned media and to increase sales.

Lockdown highlights failures in digital transformation

News • 06 July 2020

More than three months after lockdown sparked a rush to work from home, a trickle of people are returning to offices, and businesses are having to again consider their working practices; at Mars it’s all about ground-up transformation.

For Mars, COVID highlights the need for ‘ground-up’ digital transformation

Article • Brian Carruthers, Event Reports, Digital Transformation Conference, June 2020

Discusses the need to understand the behaviours that make digital transformations successful.

Mars Petcare: Bringing four paws and a solution to the loneliness epidemic

Case Study • SABRE Awards, Gold, EMEA, 2020

Mars Petcare, a pet care brand, increased awareness of how pets can help people suffering from social isolation and loneliness in the UK by launching an event during Mental Health Awareness Month.

Honey I'm Home: dog treats

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Silver, 2020

IFFCO, an Indian cooperative brand, launched a pet food brand in the US called Honey I'm Home which used symbols of naturalness and a lovable cartoon dog to connect with pet owners.

Stallergenes Greer: Augmenting reality to build an engaging NAVDF booth experience for vets

Case Study • SABRE Awards, Gold, North America, 2020

Stallergenes Greer, a global biopharmaceutical company, created an AR-led experiential booth at the North American Veterinary Dermatology Forum to promote its Supportive as a Service Dog campaign.

Hill's Pet Nutrition: It All Starts With Science

Case Study • AME Awards, Bronze, 2020

Hill's Pet Nutrition, a pet food brand, reversed declining sales and increased relevancy in the US by launching an informative video that shows how pet care all starts with science.

Gaming influencers see highest YouTube engagement

Data • Rob Clapp, WARC Data Points, April 2020

An overview of YouTube influencer engagement by sector.

Chewy’s marketing efficiency rises in wake of COVID-19

News • 06 April 2020

Chewy, the online retailer selling pet food and supplies, has enjoyed a “higher degree of marketing efficiency” from its communications, and is seeing many new customers turn to its site as they stay indoors due to COVID-19.

Pedigree: SelfieSTIX

Case Study • Hayley Pardoe, Ahmad Salim, WARC Awards, Silver, Effective Innovation, 2020

Canine oral care product DentaSTIX took an innovative approach to improve its relevance and drive purchase in New Zealand.

How Chewy is building a “recession-resilient” business

Article • Stephen Whiteside, WARC Exclusive, April 2020

Chewy, an online retailer that sells pet foods and supplies, believes that several factors can help make its business “recession-resilient” in the face of a likely period of wider economic distress.

Whiskas: K.I.T

Rankings • WARC Effective 100, 2020

Whiskas, the cat-food brand, increased online sales in the UK by creating a global content platform.

Güd: Rescue Dogz

Rankings • WARC Media 100, 2020

Güd, an online dog food brand, raised brand awareness in Brazil by turning misspelled dog breeds into opportunities to adopt abandoned dogs.

Champion Cat: Catflix

Case Study • ANA, Bronze, ANA International ECHO Awards, 2020

Champion Cat, a cat food brand, increased awareness in Chile by launching Catflix, a series of content featuring the cat version of famous films and TV series.

Puppo

Case Study • ANA, Gold, ANA International ECHO Awards, 2020

Puppo, an animal feed brand, created personalised ads for every registered dog in New York City to increase awareness as a new start-up.

Nestlé SA (Pet care)

Article • Euromonitor Advertiser Profiles, February 2020

This Company Profile from Euromonitor provides key details and analysis of Nestlé SA in the pet care market.

Mars' Jane Wakely: "Innovation needs to move, entertain or drive utility"

Opinion • Lucy Aitken, February 2020

Jane Wakely, Global CMO for the Pet Nutrition business at Mars, is chairing the Effective Innovation category at the 2020 WARC Awards. She talks to Lucy Aitken about consumer-first innovation, why purpose and innovation are so closely linked and what she’s looking for from this year’s entrants.

GÜD: Rescue Dogz

Case Study • MMA Smarties, Best in show, X (Global), 2019

Güd, an online dog food brand, increased brand awareness by developing a stray-dog adoption campaign that took advantage of people’s spelling mistakes around dog breeds as a way to drive traffic to a rescue center in Brazil.

Procter & Gamble’s strategy for COVID-19 – and playbook for the recession

Article • Stephen Whiteside, WARC Exclusive, April 2020

Procter & Gamble, the consumer-packaged goods manufacturer, is seeking to maintain its focus on consumer insight and brand building in response to COVID-19, and the financial challenges that are likely to follow.
Five ways Unilever is adapting in the COVID-19 era

Article • Anna Hamill, WARC Exclusive, April 2020

Unilever, the global FMCG company, is navigating the short-term COVID-19 crunch while looking ahead to new consumer behaviours and the benefits of faster consumer insights.
GWI Coronavirus research – Series 5: Consumer spending

Article • GlobalWebIndex, Research on WARC, April 2020

Details data collected by GlobalWebIndex between April 2-6 in the US and UK, dedicated to consumer economic confidence in the coronavirus outbreak.
Nielsen report: Key consumer behavior thresholds identified as the coronavirus outbreak evolves

Research Paper • Research on WARC, March 2020

This report looks at consumer purchasing data from across the world as the COVID-19 crisis has unfolded, through to what consumer behavior may look like after it has passed.
Lessons from the Effective 100

Article • Rankings Articles, May 2020

Analyses the world's top effectiveness campaigns, as ranked by the Effective 100, to uncover shared creative, media and measurement strategies.
COVID-19: Consumer spending and media habits in the UK

Data • Marte Aune, Rob Clapp, WARC Data, May 2020

This report analyses consumer spending and media habits in the UK during the novel coronavirus (COVID-19) outbreak, with insights segmented by age, gender and income.