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Assignment: Drive awareness and demand for New Iams Healthy Naturals with a Target-specific, in and out-of-store program.

Insight: Our pets are part of the family and deserve to be fed like it.

Solution: A 360 degree program, inspired by the national campaign, but customized to overcome the specific barriers faced at Target.

Target is known for delighting guests with little surprises around the store. By extending the unexpected to how she thinks about pet food, we’ll get her change her habit and delight in the savings and convenience of Iams.

Activations included chef sampling in the grocery department and shelf signage in food aisles—allowing an opportunity to tell the story of superior ingredients—with the unexpected ending that the recipe is for her furry member of the pack.

Out of store, activations included unexpected media placements and Instagram contests of pets doing unexpected things.