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Purina
Late to the shelves, Purina still wanted to gain a foothold in the high-end pet food market. We pondered how to get consumers to accept a food that was almost double the price of their basic Puppy and Dog Chow brands. We started by elevating the term, "pet" to "companion with fur," and in doing so, tapped into the symbiotic relationship people have with their dogs and cats. Featuring the idiosyncrasies and wonder of these creatures only solidified pet parents' desire to provide the very best for their fur babies.

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