DESIGNER

Simon Langford

PROFILE/DESCRIPTION

Purina PetCare is a popular cat food brand based in St. Louis, Missouri. It is a large company, and is one of the global leaders in pet nutrition products. The specific product this project will be advertising is Fancy Feast, a popular cat food brand. The company's mission is to provide healthy, tasty, and affordable cat food to pet owners across the country, with 99% of Purina products being manufactured in their own facilities in the United States, along with most raw ingredients used are sourced from the U.S.

Brand advantages: Healthier, More Affordable, 
Brand attributes: Affordable, Tasty, Healthy
Brand experience: Easy, Consistent, Safe

GOALS

The goal is that after seeing these posters is that they will buy Fancy Feast cat food the next time they are at the pet store, because they would see it on the shelf and be reminded of the ad they saw. If the pet owner gave their cat the food, they could easily become a returning customer.

TARGET AUDIENCE

The target market of this ad campaign is the Miami-Dade County, Florida, because of its high prevalence of cat owners in the area, with Miami being known for its high number of cat adoptions and a large number of pet stores in the city. Along with this, Miami has been named as the most cat friendly city in the United States. Miami-Dade County has a large population of upscale middle aged families, so the chance of a cat owner seeing the bus shelter ad is very high.