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Creative in association withLittle Black Book
Creative
Hill’s Pet Nutrition Tells Anxious Pet Parents to ‘Try Again’
09/07/2026
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09/07/2026
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Campaign from VML aims to to bridge the gap between human anxiety and veterinary expertise
When a beloved pet is suffering, pet parents will try anything to help them feel better. In our hyper connected, digital-first world, that desperate search for answers often bypasses the veterinarian, leading instead to the echo chambers of Reddit threads, TikTok advice and AI search engines
That urgent, overwhelming desire to try anything and everything to help a sick pet is a deeply human instinct – which makes it the ideal next iteration of Hill’s Pet Nutrition’s ‘Because You’re Only Human’ campaign
That’s why Hill’s Pet Nutrition, in partnership with VML, has launched ‘Try Again.’ This powerful new creative campaign extends the success of the previous campaign to a critically important aspect of pet health: the role of the veterinary profession
The ‘Try Again’ approach is designed to bridge the gap between human anxiety and veterinary expertise. By driving awareness of the transformative power of therapeutic nutrition, the campaign aims to shift pet parents from a state of anxious guesswork to a clear, science-backed path forward. And that path always begins with a veterinary visit and recommendation
While the campaign speaks directly to consumers, its ultimate objective is to drive veterinary engagement and visitation as an outcome. It’s less about talking to veterinarians and more about making veterinarians central in the story
Speaking of stories, the campaign is built around condition-driven storytelling that focuses on four common conditions that can be frustrating for pet parents: dermatology, obesity/mobility, GI and urinary. Each condition provides an opportunity to capture the full emotional, narrative arc of a pet parent’s journey: from the first warning signs of illness and the exhausting tension of trial-and-error home remedies to the pivotal veterinary consultation and the ultimate resolution powered by Hill’s nutrition.
This has been especially important for Millennial pet parent audiences, who not only connected exceedingly well with the original campaign, but also are increasingly shaping the veterinary profession and the future of veterinary care with how they seek help for their pets. With ‘Try Again,’ Hill’s continues to champion the irreplaceable bond between pets, their parents, and the veterinarians who care for them
Caroline Chulick – SVP, global growth and innovation, Hill’s Pet Nutrition said, “When a pet is facing a health challenge, the sheer volume of misinformation can leave pet parents feeling overwhelmed and isolated. The “Try Again” campaign is about breaking the cycle of trial-and-error that is all too human. It focuses on inspiring pet parents to consult their veterinarian first and experience how therapeutic nutrition can be essential and effective in any management approach. Ultimately, pet parents don’t have to keep trying on their own but can trust their veterinarian to offer options beyond medicine and supplements to help pets live long, healthy lives.”
Arlo Opet parents are worried, they don’t start with ingredients – they start with behaviour. They search, compare, ask questions and look for answers. That moment of uncertainty is the tension. Hill’s resolves it with one simple, trusted choice.”
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Creative in association withLittle Black Book
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