Protein Powered Vitality Campaign
project type
Campaign / Trade Show
year
2026
my role
Creative Lead
client
Vital Essentials
project overview
The best pet nutrition doesn't look like human nutrition—for pets, it's meat, organs, and bone that give them the nutrients they need. Our campaign centered around the idea that the gross stuff is the good stuff—and that those ingredients lead to better nutrition, which leads to a more vital life for your pet.
what I did
campaign concept / content & production planning / trade show booth design
Our campaign visuals were all about the meat, organs, and bone that make up Vital Essentials' food. We worked with accomplished food photographer Michael Maes to bring some beauty to our 'gross' compositions.
Vital Essentials is a challenger brand at heart, and our tone of voice needed to match. We leaned into bold, punchy headlines and claims that positioned us at the top of the crowd.
We launched the campaign at Global Pet Expo, a pet industry trade show that features over 1,000 brands and brings in over 20,000 attendees yearly. We pulled the campaign through every part of the experience, from our booth graphics to our team's apparel and branded giveaways.
