← become famousview the case study ↗

purina little bites — radio

an awarded radio campaign for the smallest members of the family

little bites is purina's kibble made specifically for small dogs. we made radio that could only have been made for them — and picked up international recognition.

client
Purina
product
Little Bites
format
Radio
recognition
ADDY · SOL · Radio Mercury · NY AD Festival
purina — little bites

the problem for the brand

a product benefit that's easy to skip past

'kibble sized for small dogs' is a spec sheet, not a story. we needed to make the product benefit feel like something worth listening to.

the idea

make the smallness the point

the whole campaign was built to feel small in the ear — short, precise, tender. radio that matches the product it's selling.

what the client got

awards + shortlists

  • ADDY — 1 bronze
  • SOL — 1 silver
  • Radio Mercury Awards — shortlisted
  • New York AD Festival — shortlisted
  • for other clients: form-follows-benefit turns a product feature into an idea

source for purina — little bites — view the case study ↗

more work