With so many other mainstream dog food brands to choose from that have similar benefits, why choose Kibbles ‘n Bits? This particular shopper is considered an indulger. They are driven by the desire to feed tasty food but with healthy reassurance.
Therefore, the strategy is “Taste you can Trust”. Give pet parents confidence their dog will enjoy the delicious, mouthwatering taste and dynamic texture of complete and balanced nutrition from the affordable brand of Kibbles ‘n Bits.
The task was to create a look and feel that brings the strategy to life as well as ladders up to the above the line campaign (Life is Tasty®).
Kibbles ’N Bits Shopper Guidebook
Role: Conceptual and Execution
Life is Tasty®
How do you keep kibble exciting for a dog day after day? Simple—give them a kibble that has all the makings of a tasty meal in one bag! We’re showing shoppers that whether their dog craves something crunchy, chewy, tasty and nutritious, Kibbles ‘n Bits® dog food has every delicious detail to make sure Life is Tasty®.
Concept 1
Concept 2
Executions
Concept 1 was chosen. Here are the print and digital examples as well as the ingredients/guidebook anatomy page.
