The Promise
of a Lifetime
Blue Buffalo Master Brand Campaign
Most Blue Buffalo campaigns promote specific products, but this one is about the brand story. BLUE was started by a family whose Airedale, Blue, was sick. They wanted to find the best food out there for him, but couldn’t. So they made a promise that they would make a dog food with the best ingredients possible and none of the fillers that big brands were using to keep costs cheap. They put a badge on every bag called the True BLUE Promise, a symbol of the real promise they made to Blue, and one they make to every pet who is lucky enough to be fed Blue Buffalo foods.
Oscar & Felix and That Gravy Goodness
Blue Buffalo Tastefuls Gravy Campaign
There are many dry cat foods on the market. But only one that’s coated in gravy that releases when you pour water on it. Are you in a multi-cat household? No problem. Cats who love a crunch, get the crunch. Cats who only like liquid gravy, get what they want, too. Everybody’s happy. (100 points if you get the Oscar & Felix reference). We used the TV and online video spots to tell the full story. Then broke it down a bit across the funnel.
Real Meat. Real Joy.
For years, Blue Buffalo faced a quintessential struggle with its treats brands. While Pet Parents were eager to feed their dogs high-quality food, they viewed treats much like they viewed human snacks: a time to be a little looser with their health priorities. When it came to treats, they wanted their dogs to be excited about them, and that meant they had to taste and smell delicious.
Luckily, BLUE treats already smell and taste amazing, and dogs go gaga for them. And contrary to what you might expect, it is BECAUSE of the natural meats, fruits, grains, and veggies that they’re so darn good. This campaign finally makes that connection, bringing it to light in a tail-waggingly fun way and showing just how joyful dogs are when they get the ingredients they want (and Pet Parents happen to want, too).