Rachel Ray Nutrish

Human-Grade Dog Treats Inspired By “People Food” Recipes

THE CHALLENGE

Help Nutrish dog treats stand out in a crowded category.

THE JOURNEY

An in-depth Global Category Overview presentation revealed health and indulgence as twinned purchase drivers, and Idea Generation and Co-Creation sessions with dog-pampering consumers led to a key insight: human food analogues align with a macro desire to treat pets as members of the family, creating an opportunity to take full advantage of rachael ray’s culinary credentials paired with human-inspired health benefits.

THE WIN

Nutrish introduced five new products in 2017, available at Target, Walmart and most major grocers and superstores.