The Challenge

Hill's Pet Nutrition launched a new line extension range under the Science Diet brand and needed a fully integrated marketing plan to support the launch. 

The Outcome

Developed and executed a launch campaign that effectively recruited new users to the franchise and minimized cannibalization.

The Full Story

Strategic gap analysis for sustained growth

To develop a 5-year strategic plan, LeAp needed to understand the organization's current state and industry best practices. Performed discovery, environmental audit, secondary research, and expert interviews to identify strategic issues and implications. Recommended next steps for implementations based on organization's goals.


Client: Science diet

Category: Corporate project

My Deliverables: Marketing message, competitive benchmarks, campaign creative, touchpoint plan

agency team: callahan creek, VML