Halo Pets is launching its first integrated campaign with a focus on providing “the world’s best food for the world’s best kids.”
The product, Halo Elevate, is a new line of “super-premium, natural and science-backed pet food.”
Both 60-second and 30-second digital spots contrast well-trained pet behavior with that of unruly children. “Maybe being a human parent is overrated,” the voiceover muses while a child is shown having a particularly bad grocery store meltdown.
The pets prove themselves to be loyal shopping buddies, dinner companions and weekend sleep enablers as the kids wreak havoc on all they touch.
Pet parents view their pets as their children and want to provide them with the best nutrition available, says Scott Lerner, CEO of Better Choice Company, the makers of Halo.
“Digital allows us to connect with our pet parents where they are consuming content,” according to a company spokesperson. “Digital also allows us to be flexible with our media spend so we can constantly innovate how and where we connect with our target.”
The effort also includes 15-second and 6-second cutdowns. In all, the Halo work will include 18 media components plus still photography. Media includes video, static and animated display, Gifs, still photography, and paid social on YouTube, Instagram, TikTok, Facebook, iHeartRadio and Twitter.
Creative, from Humanaut, will extend the theme to spots for Halo’s Holistic line (“Responsibly sourced ingredients plus probiotics for digestive health”) later this summer.
“We felt it was time that a brand recognized the deep love pet parents have for their pets -- and that Halo is just as obsessed with the health and happiness of these beautiful, amazing animals as they are,” said David Littlejohn, Humanaut founder and chief creative director.
In June 2021, the Halo team chose Humanaut to help identify untapped pet industry insights and refine the brand’s strategic foundation.
The 30-year-old brand is small but fast-growing. Its parent, Better Choice Company, grew by 57% in the first quarter of 2022.