Case study / Natural pet nutrition × animal welfare
Sojos
Designing a purpose program that strengthens the whole ecosystem
Brand, growth and partnership strategist
Executive summary
Turn product donation into a differentiated shelter program capable of helping harder to place animals while reinforcing Sojos’ leadership in natural, rehydrated raw pet food.
The challenge
What needed
to change.
Broad food donation could create goodwill, but it did not inherently distinguish the brand, produce a coherent story or create a sustainable operating model for shelter partners.
The insight
The unlock.
Before its acquisition into the WellPet portfolio, Sojos occupied a distinctive place in natural pet nutrition by making rehydrated raw food approachable. Special needs and long term resident animals gave that nutritional promise a meaningful, visible role in animal welfare.
The value loop
How the idea
compounds.
- 01Natural nutrition→
- 02Shelter transformation→
- 03Adoption story→
- 04Retail trust→
- 05More support
The outcome creates fuel for the next cycle.
The operating system
From idea
to execution.
- 01
Defined nonprofit eligibility and operational requirements
- 02
Designed food, unrestricted funding, promotional and adoption continuity support
- 03
Built reciprocal content and local PR responsibilities
- 04
Connected shelter transformation stories to retailers and new market activation
Supporting evidence
What the
work shows.
- The program blueprint specifies monthly Sojos product support, a $1,000 unrestricted shelter gift and national and local promotion.
- It includes nonprofit requirements, adoption continuity planning, partner content commitments and retailer integration.
- The model demonstrates the BKS virtuous cycle before it had that name.
BTS / Behind the scenes
