The pet care category shifted toward more humanistic food and ingredients, along with the disruption from new boutique brands, meaning Advance was losing its status as a local science brand.

By leveraging the science-backed formulas, we reignited Advance’s pioneering spirit and leadership in the pet care category, with Australian science at the heart of the brand.

In the Pet Specialty channel Advance went from No.6 to No.3 within 12 months.