The name of Hill’s Science Diet tells you what you need to know about the product — it’s pet food based on the science of nutrition. It used to be sold through veterinarians, but it’s now available in specialty pet stores and online channels. The brand’s reputation as a healthy option for pet owners took a hit in recent years as it faced a series of recalls, including a widespread one earlier this year because its products included too much Vitamin D.

What can you do to help Hill’s Science Diet survive and thrive in this challenging environment? In this hypothetical exercise, the company is looking for a new agency to develop a year-long, nationwide campaign in the United States starting as early as January 2020. Your focus is on renewing and refreshing the image of Hill’s Science Diet dry dog food for an audience you will identify.

Your campaign must:

1. Improve existing perceptions of Hill’s Science Diet — they need rehabilitation after the recalls.
2. Expand awareness of the brand’s qualities.
3. Promote one cohesive brand identity that can be applied across all national platforms.
4. Maintain the brand’s loyal fan base while inviting others to learn about the brand.
5. Consider and attempt to address issues related to the evolving pet industry.