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.