Challenge: The launch of Creamy Spoons – a first-of-its-kind lickable cat treat – was designed to drive penetration of Temptations among cat owners. The NPD offered a fun way for cat parents to bond with their cat with an irresistible, mess-free format. We needed to create shopper campaign creative that built awareness and trial by balancing emotional and functional appeal along the shopper journey.

Solution: Leveraging distinctive brand assets, I created a bright, playful key visual and teamed it with a CTA that could flex along the path to purchase. “Treat them to a spoonful of FUN” led pre-store to spark emotional connection, while “Treat them to a spoonful of YUM” drove appetite appeal and conversion at shelf.