Zupreem Bird Service Announcement

Dear bird owners: it’s time to see seeds differently.

This BSA – Bird Service Announcement – spread the word on proper avian nutrition.

Think of the bird feeder nestled in your backyard. Most likely, it’s filled to the brim with a crunchy seed variety. Birds in the wild can sustain a healthy lifestyle with a diet of mostly seeds, due to their high activity level. More sedentary domesticated birds, however, have different nutritional needs. ZuPreem®, a manufacturing company for zoo animal and specialty pet food, tasked us with educating bird owners that overconsumption of seeds is unhealthy for birds, while a pellet-based diet is complete and balanced.

The challenge.

Most bird owners viewed seeds as being naturally wholesome, and did not understand that seeds are actually high in fat and lacking in calcium, vitamins and minerals. And while pellets are fortified with essential vitamins, minerals and amino acids, they are also formulated in a factory, causing many bird owners to equate them with artificial and unhealthy.

Educate, empower and endorse.

Our three campaign objectives were purposefully created to transpire in a domino-effect format: first, we educate bird owners that seeds = bad and pellets = good. From there, we create a simple “pathway to pellets” to empower them to convert their bird to a healthy, pellet-based diet. Once they make the switch, they choose ZuPreem, ultimately driving sales and growing brand awareness.

Seeds are bad

We knew we needed to launch a campaign that would strike a chord with our audience and immediately drive home our message. By comparing seeds to junk food through seed styling, our creative came to life as a compelling, visually “quick get” paired with bold messaging. This creative was executed in a variety of different touchpoints, including a unique landing page, an extensive email strategy, paid and owned social media, digital media placements, in-store tactics, veterinary office placements and more.