Quality shows in the end
Josera
When pet food brands talk about quality, the approach is always the same: some cute cats and dogs, a large pack shot, and even bigger quality labels. But nobody cares. Pets are an emotional topic that thrives on genuine insights. That’s why it was time for a whole new kind of quality proof for Josera.
Studies show: high-quality pet food leads to better stool consistency. A hard fact that all dog and cat owners know firsthand. Literally. That’s why we turned the usual conventions of quality communication on their head. Quality shows in the end.
Instead of showing pets eating from the front, we see their rear ends. The spots take a different approach: first, we see the animals after they’ve eaten, then the moment they do their business – accompanied by entertaining voiceovers and produced in-house using AI. With this international always-on campaign, Josera is the first pet food brand to openly and playfully address a taboo quality proof that pet owners have always been familiar with.
| Photographer: | Christian Vieler |
