Nature’s Variety was looking for a 360 creative campaign, brand strategy, and go to market plan for a new grain-free line of cat food. After extensive research, brainstorming, testing, and interviewing focus groups, a fun and whimsical line was born. This new product focused on cats’ unique types of personalities. We created 6 fun cat characters, each with their own “personal” stories and personalities. Today, Pride cat food can be found in all PetCo locations. Launch included brand naming and packaging, all POS marketing materials, and an online quiz in which customers could use to determine which Pride cat was most like their cat’s personality.