ANOTHER YEAR BOLDER.

For pet parents, switching to a senior formula meant the beginning of the end — which may be why sales of Hill’s Science Diet senior foods were stagnant at 14%, despite 52% of households having a senior pet. So, we were presented a challenge: how do we get pet parents to celebrate seniorhood instead of dreading it? In partnership with Retirement House (a.k.a. “The Internet’s Grandparents”) we produced a series of TikTok-led videos that proved senior people and pets can live bold, not old.

Click on each image to watch the video on TikTok 🐾

these numbers never get old.

200M+ Earned impressions
15.4% Uptick in Hill’s senior dog households
20.7% Increase in overall buy rates
+1500 New autoship acquisitions on Chewy alone
163% Boost in paid search conversions
8.9% Increase in intent

PHOTO LIBRARY

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Executive Creative Director Arlo Oviatt
Creative Director Marie Goodwin
Associate Creative Director, Art Elisa Martin
Associate Creative Director, Copy Lauren Blood
Production Crew Flighthouse