Nature’s Variety manufactures and markets Instinct, a super-premium pet food sold via independent specialty retailers and Petco. In 2012, Nature’s Variety introduced Instinct Raw Boost Kibble, a combination of traditional dry and freeze-dried raw kibble. The challenge was twofold: to introduce this new and exclusive product in a highly competitive category and to educate consumers on the benefits of incorporating raw into their pets’ diet. The platform we developed, “A Little Boost Can Make A Big Difference,” was used to launch the product nationwide and established a clear connection between raw, essential ingredients and happier, healthier pets.