Making personalized nutrition easier to understand.
Not every dog needs the same nutrition. BLUE Buffalo created the Life Protection Check to help pet parents consider whether their dog’s food matched their age, size, and individual needs.
The campaign idea was there. My challenge was to give it a visual language – one that could make personalized nutrition easy to understand while flexing across different dogs, benefits, and life stages.
Early key visual exploration
One idea, built to flex.
Once the visual direction was selected, the challenge became creating a system that could adapt to different dogs without losing the larger campaign idea.
I used the checkmark as both a campaign device and a way to organize information, allowing benefits to change by life stage while the visual language stayed consistent. I developed Puppy and Senior key visuals to demonstrate how the system could flex across different nutritional needs.
All Ages Key Visual
Senior Key Visual
Puppy Key Visual
From key visual to campaign system.
I extended the system across social, digital, and retail, adapting it to different formats, audiences, and levels of information –from a Puppy endcap designed to educate at shelf to a Senior-focused social message.
Senior social execution
Puppy retail endcap
Helping pet parents see their dogs differently.
The broader Life Protection check campaign came to life nationally through a Senior-focused power period spanning digital media, social, aisle blades, endcaps, a national Ibotta offer, and a partnership with The Dodo.
Beyond communicating product benefits, the work had to overcome a more emotional barrier: helping pet parents recognize when their dog had entered its senior years. The campaign paired that education with clear nutritional benefits, giving pet parents a reason to reconsider whether their dog’s current food was still the right fit.