INGREDIENTS YOU CAN COUNT ON

There are a lot of pet foods out there claiming to be worthy of your best friend. But what sets BLUE Life Protection Formula apart from the rest are the superior ingredients in every recipe. That means high-quality protein first, plus wholesome grains, and a rainbow of vibrant veggies and fruits with the nutrients dogs need to live life to the fullest. In this campaign, we staked our claim as the “superior ingredient” brand and educated customers on exactly what that means — one gorgeous, real ingredient at a time.

During the campaign period, Life Protection Formula's four-week rolling U.S. retail pound growth moved from negative mid-single digits to positive high-single digits. The effectiveness of ingredient-superiority advertising was broadly credited with helping restore the line to growth, including an 8% Nielsen-measured pound-volume increase in Q3 FY2024.

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