Hill's Pet Nutrition - Welcome Home
An intriguing aspect of the "Welcome Home" campaign was its strategic timing. By initiating the adoption drive at the beginning of the year, Hill's Pet Nutrition addressed the critical period when many shelters experience high occupancy. This proactive approach helped reduce shelter populations early, creating space for incoming animals and setting a positive tone for the year ahead.
A standout feature of the campaign was Hill's commitment to covering adoption fees up to $100 for dogs and cats at participating shelters from January 1 to 12, 2025. Additionally, adopters received a free starter bag of Hill's Science Diet and valuable coupons for future purchases. This effort aimed to alleviate financial barriers to adoption and ensure pets started their new lives with nutritious food.
The primary audience for this campaign included prospective pet adopters seeking to provide loving homes for shelter animals. Additionally, animal shelters were key participants, benefiting from the support and resources provided by Hill's Pet Nutrition to enhance their adoption efforts.
TARGET AUDIENCE
About the
Campaign -
An intriguing aspect of the "Welcome Home" campaign was its strategic timing. By initiating the adoption drive at the beginning of the year, Hill's Pet Nutrition addressed the critical period when many shelters experience high occupancy. This proactive approach helped reduce shelter populations early, creating space for incoming animals and setting a positive tone for the year ahead.
Core Theme of the Campaign -
1. Financial Support for Adoptions: Hill's Pet Nutrition covered adoption fees up to $100 for dogs and cats at participating shelters, making it more affordable for individuals and families to adopt.
2. Starter Kits for New Pets: Adopters received complimentary starter bags of Hill's Science Diet and coupons for future purchases, ensuring pets began their new lives with quality nutrition.
3. National Collaboration: The campaign involved partnerships with numerous shelters across the country, amplifying its reach and impact in promoting pet adoption.
4. Rose ParadeĀ® Float: A float in the 2025 Rose ParadeĀ®, created in collaboration with Pasadena Humane, celebrated the happiness of pet adoption, enhancing public awareness and engagement.
5. Strategic Timing: Launching the campaign in January addressed the critical period when shelters are often at capacity, helping to reduce overcrowding and improve animal welfare.