When genetics becomes storytelling: this is #OriGENCriollo, Purina Dog Chow®’s new venture

Celebrating 100 years in the market is a milestone, but for Purina Dog Chow® the true challenge of this centennial was to project its leadership into the future through a profound transformation of its portfolio in Colombia. The strategic challenge consisted of translating a century of science into a close, emotional conversation with a real purpose for the country’s families.

In Colombia, more than 60% of households with pets live with a dog, and the vast majority of them are mutts. Despite their popularity, there is a false social perception that, due to their nature, mixed-breed dogs can be fed generically with “anything.” This notion is reinforced by the commercial label of “unknown breed,” a limiting concept that conditions how owners understand their pets’ health.

To break down this bias, LLYC accompanied the brand as an integral strategic partner from creative conception and alliance management to the optimization of the agency and media ecosystem. From this joint effort, #OriGENCriollo was born, a campaign where storytelling and scientific innovation came together to prove that, while the exact origin of a mutt dog may be a mystery, its comprehensive well-being must be approached with nutritional precision.

The great innovation of the project lay in bringing the most advanced science closer to everyday household decisions through an alliance with the BioPetGen laboratory. Through saliva genetic tests, we provided owners with a real tool to decode the DNA of their mixed-breed dogs. By revealing the biological roots of each pet, the campaign delivered evidence of its uniqueness: key data to understand if the dog requires a reinforced high-protein diet due to its energy level, or if it needs a higher fiber intake according to its lifestyle and age.

The execution of the campaign, which documented the genuine reactions of families upon discovering the origin of their companions, confirmed that brand relevance is built on authenticity. #OriGENCriollo not only consolidates Purina Dog Chow®’s legacy, but also sets a new standard for how contemporary branding can solve cultural issues by uniting science, strategy, and creativity under a single promise: “Together we protect what matters.”