Over 50% of dogs and cats are clinically overweight but 90% of pet parents don't realize there's an issue. Moreover, they get an emotional boost when they feed or give treats and see their pet’s reaction as a display of love and appreciation. So we had to tackle a problem 9 people out of 10 don’t admit to having and encourage them to make a change that they’re afraid could hurt the relationship. In the process our core objective was to drive household penetration by getting more new users, then have them stay with the brand once the weight is lost.

Two tales of love and (weight) loss show how our emotional relationship with food can both create the problem of pet obesity and ultimately solve it, simply by changing what's in their bowl.

Raise awareness of the cultural issue and trigger the need by communicating that not only do Hill’s Weight Management foods work, they prove that food is actually love.

As part of a 360-degree integrated campaign, these films launched the overall global effort starting with the U.S. market in late November, 2020 on YouTube with a media investment of $1.5MM.

In the U.S., the integrated campaign has garnered 122MM consumer impressions, over 500MM PR impressions and over 42 million YouTube views. To date, global sales have already increased 3.2% specifically for Weight Management category products, with many regions still in the process of launching.