NuPulse "The Wait is Finally Over."

///// Assignment ///// This ad launched a new premium protein source to makers of high-end pet food, so that those manufacturers could offer non-animal, non-corn protein to upscale customers. Pulse protein--made of peas, lentils and fava beans--allowed manufacturers to label their products with consumer-friendly descriptions, like "made from sustainable crops" and "sourced and produced in North America." ///// Approach ///// We conducted qualitative research with potential customers and industry experts to understand the unique benefits this new protein source offered to pet food manufacturers, then developed the position that this was the protein that offered all of the benefits manufacturers-and their customers-had been waiting for. ///// Results ///// Within weeks after the ad launched NuPulse, demand exceeded supply. ///// Recognition ///// Oneshow Advertising Merit Award 2014 ///// Graphis Merit: Graphis 100 Best in Advertising 2014 ///// AtEdge Magazine Issue Number 25