For many people, our pets occupy a special space that oscillates somewhere between animal and person. So, it makes sense when feeding our pets, to want to choose pet food that represents the values we look for in our own food. More natural, more true, but also backed by science. Having always been firmly anchored in the science space, Advance was getting left behind.
With the shift in the pet care category toward more humanistic food and ingredients, along with the disruption from new boutique brands in pet care, it was important to reignite Advances’ pioneering spirit and leadership in the pet care category.