Mars Petcare’s Nutro brand is debuting a new logo and brand identity along with new creative.
Created by BBDO, “Let’s Grow Healthy Pets,” aims to connect the next generation of pet food with its roots. The spot highlights the brand’s commitment, since 1926, to natural ingredients from trusted sources that support the well-being of pets.
Creative shows how Nutro grows healthy pets through nature. The animals appear to grow, not as traditional pets, but more similarly to fruits, vegetables and grains.
The spot was created with a mix of practically filmed elements and visual effects (and well-trained dogs) that create a world that feels equally dream-like and grounded, per the brand.
The brand is also introducing a “distinctive, modern new design system featuring a simplified logo” in partnership with design agency Jones Knowles Ritchie. It also features the addition of a tail in motion “to portray our healthy energy,” per the company.
A bespoke typeface called “Tails Serif” is rolling out across the entire brand experience.
“The new Nutro brand identity brings to life the natural vitality and health of our beloved pets, with authentically real and fresh visuals and design cues that reinforce the brand’s connection to its natural roots and simplicity of quality ingredients,” according to the company.
The effort features two 15-second videos, five short-form social videos, print, digital and social.