DSM Quality Campaign
Client: DSM North America
Product: Pet Nutrition
Objective: Overcome recent challenges to DSM quality perceptions with an integrated marketing communications approach to reach current and prospective customers.
Solution: Leverage a robust integrated communications plan to generate and maintain awareness of DSM as a leader in quality pet food ingredients.
Creative positioning: The real benefit of quality/safety is trust. While other companies lay claim to quality, market research shows DSM has a strong reputation of utilizing science and innovation — points that support the claim of trust.
Deliverables/Outcomes: Print, digital and programmatic advertising in pet food industry trade publications that support one key message: DSM, a leader in pet food nutrition, is committed to providing quality ingredients to the pet food industry.