Try Again

When a beloved pet is suffering, pet parents often turn to the internet for answers, bypassing veterinarians. Hill’s Pet Nutrition’s “Try Again” campaign shifts this narrative, empowering pet parents to seek science-backed solutions through veterinary care and therapeutic nutrition.

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.

Caroline Chulick

SVP, Global Growth & Innovation, Hill's Pet Nutrition

In today’s hyper-connected, digital-first world, pet parents often rely on online advice and AI search engines to address their pets’ health concerns. This approach bypasses veterinarians and leads to a cycle of anxious guesswork and trial-and-error remedies, leaving pets without the professional care they need.

The campaign builds on the emotional depth of Hill’s “Because You’re Only Human” platform, which resonated strongly with Millennial pet parents. These audiences are not only shaping the future of veterinary care but also share a deeply human instinct to do whatever it takes to help their pets.

The “Try Again” campaign is designed to bridge the gap between human anxiety and veterinary expertise. By driving awareness of the transformative power of therapeutic nutrition, the campaign highlights the importance of veterinary visits and recommendations. Through condition-driven storytelling, it focuses on four common pet health conditions—dermatology, obesity/mobility, GI, and urinary—capturing the emotional journey of pet parents from initial concern to resolution with Hill’s nutrition.

When pet parents are worried, they don’t start with ingredients – they start with behavior. 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.