Client: Mars Petcare - OPTIMUM Launch Campaign
Creative: Paul Hastings, Peter Kirwan
Brief: To communicate OPTIMUM nutrition through perfect balance

OPTIMUM is a scientifically developed pet food with a Macro Nutrient Profile (MNP) specifically designed for pets at different stages in their lives.

The nutritional benefits of such a food are many and varied. Our challenge, therefore, was to communicate a lot of scientific information in an entertaining manner. And at the same time build a unique tone of voice – engaging, likeable and unique – for the brand.

Our approach was to simplify the information by employing pictorial analogies to illustrate the benefits of the product. This was executed in an entertaining (and cost effective) fashion using objects to represent the various benefits. Most notably, a set of wooden milking stools was used to demonstrate that eating OPTIMUM results in ‘small firm stools’, a church organ was used for ‘healthy organs’ and two trombones represented ‘strong bones’.

Since the launch of the campaign, OPTIMUM has become No.1 in premium health pet food.