If you’ve been shopping at any pet food store recently, you might have seen something brand-spanking-new from my furball-loving friends at Hill’s Pet Nutrition…
So what is it? Well, the silhouette of a dog or cat against a burst of daybreak sunlight on the bag of this newest pet food is pretty hard to miss. In fact, this new pet food is so different from other natural products and even the company’s other pet food brands, you might not have realized it was from the expert pet nutritionists at Hill’s.
I’m talking about Hill’s® Ideal Balance™, the new, natural pet food recipes for dogs and cats.
There are plenty of natural pet foods on the market, but there’s something that sets this one apart – the natural ingredients in Ideal Balance provide perfectly balanced nutrition for your pet.
Early on – in the discovery and creation process, Hill’s sought substantial consumer input in order to understand exactly what pet parents wanted in a natural pet food. Ingredients like fresh fruits, veggies, and meat-based proteins were on the tops of all the lists, while ingredients like corn, wheat, and soy ranked lower. Hill’s listened to those consumers who stressed that they wanted more from their pet food than the same ingredients other brands offered — they wanted those ingredients in the correct proportions.
Taking this feedback into consideration, the experienced and animal-loving pet nutritionists at Hill’s created a recipe with a careful selection of high-quality, natural ingredients. They aimed to create pet food recipes with optimal levels of over 50 nutrients that actually taste good.
And I can aver that the pickiest cats in the world, Maxwell and Tater Tot, have given Ideal Balance 4-paws-up in the taste department. These guys devour this dry food like it’s going out of production or something….
Ideal Balance™ was formulated with not too much and not too little of the key ingredients that help promote your pet’s best health –key ingredients that actual consumers said they wanted.
Hill’s Ideal Balance provides perfectly balanced natural nutrition, guaranteed.
With 100% balanced nutrition guaranteed, your pet will love it, and will in turn love you for assessing and meeting his or her needs.
Once Hill’s had developed this breakthrough natural pet food, the next challenge became marketing it…
How do you introduce a pet food that’s like nothing else on the market?
Hill’s, hence, took on the challenge of completely revitalizing the Ideal Balance packaging and in-store advertisements. Packaging research – also conducted with pet parents who purchase natural foods — demonstrated that the new Hill’s Ideal Balance is effective in communicating the main message of natural, balanced nutrition. It outperformed other natural brands in:
- standing out on the shelf
- looking unique
- being viewed as a high-quality product
The next step was to introduce the new Hill’s Ideal Balance to a national audience of pet parents. To highlight the natural blend of balanced nutrition in Ideal Balance, Hill’s flew to Warsaw, Poland, where, with the help of a skilled production and animation team, they created commercials set in a hyper-realistic world of balanced nutrition for cats and dogs. In separate commercials, we follow a dog and a cat as they discover the world of Ideal Balance. Along the way, they journey through the balanced elements that make up Ideal Balance: perfect proportions of what pets need to be healthy – not too much, not too little.
Hill’s has changed the “blueprint” for pet food marketing by creating something that feels interactive and textured. The commercials blend real, natural elements like grass and gravel with stylized landscape animations. Combined, the two layers work seamlessly with live-action footage of pets, putting the animal in the Ideal Balance world that showcases the food’s true potential. Much like the reinvention of Ideal Balance pet foods from the ground up, Hill’s managed to successfully reimagine how to communicate with consumers and give them what they want. Here’s a Behind the Scenes video that gives you a look into how the TV commercial was created. In fact, research measuring advertising effectiveness shows that the Ideal Balance TV advertising creates strong stopping power and engagement with consumers.
Now that the food is on store shelves (Ideal Balance is currently available in the “Naturals” aisle in most pet food stores), it’s received TONS of positive reviews from pet parents.
“The dogs loved the food! And after talking to my vet about making the switch it was a no brainer” – Kristin, dog owner
“Our dog loves this so much we use kibbles for treats!” — Anne Marie, dog owner
“Our cats LOVED the food. I have never seen them devour something so quickly. I was very impressed with this product.” — Maya, cat owner
“My cat loves it! And the ingredient list makes me feel great feeding it to her. Good stuff.” — Cassandra, cat owner
Now that you know a little more about what went in to making this amazing new, natural pet food – go out and get some for your own family, and see the difference natural ingredients perfectly balanced can make! Hill’s website offers all sorts of information on the products, including where you can purchase them, online or in your neighborhood – and you can even try it free with the rebate offer!
If you’ve had an experience with Hill’s Ideal Balance, please share it in the comments section below.
If you’d like to be entered into a FREE GIVEAWAY for a bag of Hill’s Ideal Balance, please come back and visit the blog in approximately ten days for a giveaway announcement post.
And remember, stay tuned for more details and information on how Hill’s formulated Ideal Balance, consumer-tested it, and brought it to market.
Author has been compensated for completion of this article. Hill’s Pet Nutrition, Inc. is not responsible for the content of this article. Opinions in this article are completely my own – based on my own experiences.