When a pet food company launches new lines of cat food and dog food, what goes on behind the scenes?
“What Do Cat Owners Want in a Cat Food?”
Recently, Hill’s Nutrition launched its Ideal Balance line of natural pet food. One of the first steps in the development cycle was to find out what cat owners wanted–and didn’t want–in their cat food. It’s no surprise to learn that cats and cat owners want meat, but perhaps more importantly, they don’t want corn, soy, wheat, artificial flavors or preservatives in their cat food.
Make it Nutritious AND Nom-ilicious
So Hill’s started with these consumer preferences, and put their nutritionists to work developing cat food precisely balanced for nutrition, yet nom-ilicious as well.
Hill’s Ideal Balance has meat as its first ingredient, and as cat owners requested, you won’t find corn, wheat, soy, artificial colors, flavors or preservatives on the ingredient label. What you will find are healthy additives like apples, cranberries, and brown rice.
Cats Can Try it for Free
OK, I know what you’re thinking: Anything that healthy cannot pawsibly be something my finicky cat would be interested in eating.
That’s what I thought, too. It’s like me trying to decide between Cheetos and kale.
I can’t promise you your cat will eat Ideal Balance, but I can tell you that Buckaroo, Tripper and Mao couldn’t wolf it down fast enough. One would expect Trip to wolf it down, but Mao is ailing and hasn’t had much of an appetite lately. He nearly inhaled Ideal Balance. I was sold.
But don’t take my–or Mao’s– word for it. Hill’s is offering an Ideal Balance rebate offer so you can try it free.
Get the Word Out
Once the food was developed and Hill’s was convinced cats love it and thrive on it, the next step was to get the word out, which they did with some lush commercials and innovative packaging that reflect the high quality of the cat food and the innovation that went in to formulating it.
The commercials blend real, natural elements like grass and gravel with stylized landscape animations. Combined, the two layers work seamlessly with live-action footage of pets, injecting the cat into the Ideal Balance world that showcases the food’s true potential.
In this “Making of…” video, you can see the magic that goes on behind the scenes of a cat food TV commercial: