THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

"The World’s Best Food for the World’s Best Kids"

Entered in Medium-Length Video

Objective

Halo Pets, the brand behind Halo Elevate, a new line of super-premium, natural and science-backed pet food, launched its first integrated campaign with the help of our agency to remind pet parents how wonderful their kids are—the four-legged ones, that is. “The World’s Best Food for The World’s Best Kids” campaign simply stated what everyone already knows – pets are the best kids. And the world’s best kids deserve the world’s best food - Halo.

We kicked off the digital campaign for Halo’s Elevate products with a simple objective: drive awareness of the brand and best-in-class nutrition that the brand provides. All while validating and empowering this new generation of millennial male and female “Pet Moms.”

Strategy

In the 360 campaign, :30, :15, and :06 spots, animated display and social ads contrast cheerful, obedient pets against yelling, fit-throwing, mess-making kids in a World’s Best Kid contest. The pets prove themselves to be loyal shopping buddies, dinner companions and weekend sleep enablers as the kids wreak havoc on all they touch. Clearly, the winners are those with fur. In all, the work included 18 media components plus still photography. Media included video, static and animated display, Gifs, still photography, and paid Social on YouTube, Instagram, TikTok, Facebook, iHeartRadio and Twitter.

Results

The campaign generated more than 42 million impressions and 22 million video views in the first six weeks. Halo reported a record second quarter 2022, with gross sales up 54% year over year and net sales up 50% quarter over quarter.

Media

Video for "The World’s Best Food for the World’s Best Kids"

Entrant Company / Organization Name

Humanaut, Halo Pets

Links

Entry Credits