Halo Purely for Pets - "Feed it Forward"

Publicis Sapient

Publicis Sapient Boston, United States

8552

Title	Feed it Forward
Agency	Publicis Sapient
Campaign	Feed it Forward
Advertiser	Halo Purely for Pets
Brand	Halo Purely for Pets
Date of First Broadcast/Publication	2014 / 11
Story	Despite large retail partners and a passionate following, Halo, a premium pet food brand, is largely unknown. The brand’s first ever television spot presented the opportunity to activate passionate pet parents into brand ambassadors, while amplifying Halo’s transformative nutrition message and giving story. The commercial follows a bowl of Halo from adopted dog to shelter dog. It depicts the adopted dog fulfilling Halo’s differentiator, feeding it forward to shelter animal in need of nutrition. The viewer becomes the beneficiary of Halo’s giving story while simultaneously building awareness for the brand’s mission by asking for a photo to be shared. For each photo shared, Halo responded with an invitation for trial, a coupon. In four test markets, year-over-year sales increased 40% and shared over 700 posts to Instagram.
Media Type	Television
Length	30 seconds
Executive Creative Director	Barry Fiske
Creative Director	Jennifer Putnam
Copywriter	Peter Louison
Art Director	Jason Woz
Copywriter	Emily Morgan
Media	Elling Stopak
Creative Strategy	Jenessa Carder
Editor	Joe Heck
Group Account Director	Michael Maione
Senior Account Director	Josh Reed
Project Manager	Arianna Bolton
Production	Minder Production
Director	Jason Stamp
Executive Producer	Chris Jennings
Director of Photography (DOP)	Steve Schinnerer
Animal Trainer	Gleanna Doyle