An Exotic Approach To Animal Nutrition

Client

Mazuri

Challenge

Mazuri is a world leader in exotic animal nutrition. The brand got its start as a nutrition solution for zoos with feed specifically tailored to meet the needs of the unique animals in their care. Today, Mazuri is one of the most prominent animal nutrition brands on the shelves of zoo feed rooms. However, when it came to the consumer exotic pet market, Mazuri’s brand awareness was not nearly as strong. The Mazuri team needed assistance in building, telling and promoting the brand story in a way that would effectively resonate with its unique and passionate audience.

Solution

To solve this challenge, we helped them bring a campaign called You Do ’Zu to life. The You Do ’Zu campaign was intended to inspire a sense of empowerment among the Mazuri audience, encouraging them to embrace their individuality and their passion for exotic animals, while finding a sense of community among other pet owners. You Do ’Zu captures an exciting energy, playing off the “you do you” mantra, while showing pet owners they can care for their animals like zoo professionals when they feed Mazuri products. The campaign messaging helps both Mazuri and exotic pet owners celebrate uniqueness, while still emphasizing the brand’s heritage and points of differentiation.

Anthem Video

Results

This campaign resulted in success for the Mazuri brand. Highlights include increased website traffic of 132% and 24% growth of e-commerce sales year over year. It has also allowed Mazuri’s unique audience to embrace their individuality and show off their extraordinary companions in a way that is fun and collaborative, while helping the Mazuri team build brand engagement and trust organically.