SMAAK

HOW TO grow a pet food brand in existing and new markets?

Musti Group - Vuosikertomukset.net

Marketing campaign

Category

Marketing

Industry

Consumer Goods

THE CLIENT

Musti Group is the leading Nordic pet care specialist, operating across the Nordics and the Baltics. SMAAK is one of their pet food and treats brands.

TL;DR

Supersprinting with the client, we created the Nothing extra campaign, which celebrates the essence of something all pets inherently know: the best things in life are simple. SMAAK food and treats is one of them. 

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MISSION

How to PUT SMAAK ON THE MAP ACROSS EXISTING AND NEW MARKETS?

SMAAK is already known and loved by pets and pet parents in Finland, Sweden and Norway. Our mission was to come up with a global creative and brand concept that would strengthen SMAAK's position in the existing markets and introduce it to pets and people in new ones.

We had a vision of something strong, simple and scalable to the nuances of each market. Additionally, we knew that a Supersprint could bring together talent from each market to crack this code. 

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THE SOLUTION

SUPERSPRINTING to release OUR INNER cats and dogs

A perfectly cast professional team and a process with no talent or energy wasted. 

DREAM TEAM

pet lovers, lovely pets & BRAND PROFESSIONALS 

The pet-loving team included copywriters from each market, an art director and graphic designer with loads of experience with the MUSTI and SMAAK brand, along with seasoned strategists and account professionals (Finnish versions of Cesar Millan). And, of course, a cast of adorable dogs, cats, puppies and kittens, delivering purrrfect results.

PROCESS

SUPERSPRINTING TO MAXIMIZE USE OF TIME AND TALENT

We teamed up with the MUSTI crew every step of the way from concept to production. Supersprinting with expertise from each market allowed us to crystallize strategy, align on our goals, and bring their brand DNA to life without the drag of endless loops or unnecessary missteps. 

And when it came time to roll the cameras, the pets stole the show. And they did not dissappoint. 

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    Jussi Solja, Copywriter Norway
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THE SUPERSTARS

Mika Wist, Art Director
Lissu Moulton, Copywriter
Timo Silvennoinen, Copywriter
Kirppu Saukkonen, Graphic Designer
Mikaela Tonneman, Marketing Content Specialist, Sweden, Musti Group
Anna Ullén, Copywriter, Sweden, Musti Group
⁠Tiia Trontti, Senior Production Partner
Sole Lang, Client Partner
Juhana Salminen, Executive Producer, Tonto Helsinki
Beda Anteroinen, Producer, Tonto Helsinki
Finn Andersson, Director, Tonto Helsinki
Tuire Kaimio, Pet casting
Eveliina Rantahalvari, Head of Marketing, Nordics, Musti Group
Johanna Talasjoki, Marketing Manager, Finland, Musti Group
Therese Singman, Head of Brand Export, Musti Group
Jenni Flores, Product Group Manager, Musti Group
Monica Seimar, Baltic Marketing Manager, PetCity
Tiia Antila, Head of Category & Campaign, Musti Group
Malin Nygren, Chief Customer Officer, Musti Group
Ellinor Persdotter Nilsson, Chief Commercial Officer, Musti Group

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THE CREATIVE SOLUTION

nothing extra

Pets are delightfully simple. Their food should be too.

At its core, the concept was all about celebrating the simple joys of pet life: dogs rolling on rugs, kittens exploring, and puppies happily digging into a bowl of tasty food. To capture this authenticity, we teamed up with local pet whisperer Tuire Kaimio, ensuring our four-legged stars shined naturally. 

The campaign highlights the uncomplicated happiness of pets, offering our furry friends a range of tasty SMAAK food made with just a few good-for-you ingredients. Nothing extra. 

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A truly inspiring collaboration. The Supersprint was the perfect way to combine our category expertise with Superson's creative and strategic thinking—pushing us to the next level. 

Eveliina Rantahalvari
Head of Nordic Marketing Musti Group
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