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From many individual brands to a strong umbrella brand - this is exactly the path we have been accompanying our client Vitakraft on for several years. Starting with a pitch in 2021, we developed an emotional campaign together with the company as the lead agency, in which happiness is always the focus.

THE BRAND ROOF

Historically, Vitakraft has its roots in rodent and bird food. But those days are long gone: whether dog, cat, rodent, bird, fish, turtle or hedgehog - today Vitakraft offers the right products for all pets. And this is exactly what the company wanted to show to the outside world. With a strong brand under which all individual products come together.
When we set out to find an overarching claim for the pitch, it quickly became clear to us that we needed to create emotion! Because what is stronger than love and the resulting happiness that people experience together with their pets?

VITAKRAFT ... MAKES HAPPY!

With this claim, we reinterpreted the brand message "With love" and from now on focused on the most diverse stations with the beloved pet. Always on board: Vitakraft - as an indispensable companion for these moments of happiness in everyday life.

MULTIPLE AWARD-WINNING CAMPAIGN

As part of the cross-media "Glücksmomente" campaign, online measures, TV commercials, social media postings and activities at the point of sale complemented each other to create a 360-degree experience. The target group was always actively involved, be it with competitions or various social media campaigns. The result: significantly higher brand identification and strong awareness among the target group. This success did not go undetected for long: the campaign won both the German Brand Award 2022 and the German Design Award 2023.

TV Spot 2022

For the current 2023 campaign flight, we were back behind the camera to shoot a new cat commercial for the Poésie® brand. This time we had the challenge of combining four cat models and four different locations in just one day of shooting. But the result is quite impressive.

DIVERSITY IS ADDED IN 2023

In the current continuation of the successful umbrella brand campaign, happiness is now combined with diversity. The selected illustrations show both animals and people in all their diversity. The scenes deliberately chosen to reflect everyday life - whether it's at the food bowl or in the loving interaction between pet owners and their animals - enable viewers to identify with the brand. No matter if they're old or young, cats or rodents - the campaign is as diverse as reality in all its facets.

Our services

  • Conceptual design
  • Content creation
  • TV spot production
  • 360-degree campaign

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