Another Year Bolder
Retirement House 🤝 Hill’s Pet Nutrition

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

Associate Creative Director, Art Elisa Martin
Associate Creative Director, Copy Lauren Blood
Production Crew Flighthouse

Bold Results ✨
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