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iDirect

rachael ray

"She might be well known for cooking quality people food, but what does she know about making pet food?"

That was the question premium pet food purchasers were asking, and the one we needed to answer. Added to this was the fact that dog owners were fiercely loyal and not likely to switch pet food brands.

So we set out to leverage Rachael Ray's appeal by bringing her personal touch to everything we said, made, and did, making Nutrish the brand Rachael Ray fans and dog lovers alike couldn't pass up. To add some additional motivation to our selling proposition, we heavily promoted the fact that Rachael a passionate dog owner, was donating 100% of her proceeds from Nutrish to help dogs in need.

And through multiple mediums, including TV, print, packaging, and a microsite, we have been educating the premium pet food buyer of Rachael's commitment to dogs and dog food. And slowly growing the Nutrish brand in the minds of pet owners.

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  • client list
    AEP
    American Eagle Interactive
    Baldwin Park
    Buena Vista Land Company
    Castle & Cooke
    City of Eustis
    College Advantage
    Crosland
    DAD's
    Dell
    Donatos
    DR Horton
    Experience Columbus
    EyeMed
    Five & Alive
    Florida Citrus Sports
    Glory Foods
    Goebel of North America
    Harris Hooker & Huber
    Heinz Awards
    Heinz Endowments
    Huntington Bank
    ICI Homes
    Innovative Brands
    Insight Financial Credit Union
    K Hovnanian Homes
    Kraft
    Land O'Lakes Creamer
    Nationwide
    NGK
    Nocatee
    OhioHealth
    Osmocote
    Perkins
    Preen
    Roomful Express
    Ross Labs
    Stōk
    Summerset at Frick Park
    The Children's Institute
    The Parc Group
    Time Warner
    Vacation Resorts International
    Wellpoint
    WilsonMiller
    ZonePerfect