WholeMeals

Challenge: To launch a complete, healthy meal for dogs in a convenient, bone-shaped format.

Comment: Communication that this is a complete meal and not a snack is established by showing the bone-shaped product in a typical dog-dish, a visual used along with “WholeMeals” throughout the packaging to reinforce the brand’s unique selling proposition. Real food ingredients depicted at the bottom also reaffirm that the product is a complete and healthy meal. Dog images add emotional appeal and help to communicate size.