Two brands, two unique recipes, and one shared vision: to develop products that perfectly reflect what pet owners want from their pet food. In the "Create Your Own Product" campaign, the super-premium brands MAC's and TUNDRA sought input from their community. The result is two completely new products that demonstrate how something truly unique can emerge from shared ideas and honest feedback.
“This campaign was very special for us: We’ve never received so much constructive, positive feedback from our community,” explains Managing Director Michael Koller. “We’re proud to have been able to develop completely new pet food together with so many dog and cat owners.” They were already presented at Interzoo, and retailers can now stock them. With MAC’s Chicken, Duck & Salmon for cats and TUNDRA Pure Beef for dogs, the family-run company is launching two varieties that couldn’t be more different.
Over 1,000 voices united
Using a questionnaire, over a thousand participants determined the ingredients in their pet food: from the amount and type of meat to the selection of fruits and vegetables, and even functional ingredients for skin, coat, and digestion, they were free to choose. The next step involved product development: the Pro Pet Koller team evaluated all submissions and, based on the most popular ingredient combinations, developed two completely new wet food varieties. The entire process was documented on both brands' social media channels, offering behind-the-scenes glimpses and regular updates.
In addition to the contents, the community was also able to vote on the packaging. Four different label designs were available for selection, each intended to highlight the unique characteristics of the varieties.
Two special recipes
Even though the two varieties were given free rein in their design, the brands remain true to their values: The new wet food varieties continue to contain neither grains nor added sugar, artificial colors, flavorings, or chemical preservatives. MAC's Chicken, Duck & Salmon was requested by cat owners and combines high-quality meat and fish with blueberry, carrot, catnip, and lemon balm. The TUNDRA Pure Beef Pack Edition meets the expectations of dog owners and thus also reflects the brand's natural, traditional values: a high-quality meat combined with carrot, sweet potato, blueberry, salmon oil, and chamomile.
With the launch of the two products, the campaign enters its final phase: using the hashtags #macsfamilie and #tundrarudel , dog and cat owners can share on social media how their pets react to the "Create Your Own Product" editions from both brands. This is how the brands intend to continue gathering feedback and engaging with their community.
