Hermann’s produces eco-certified pet food and the company founder is of the opinion that every animal deserves to live in dignity. Based on this brand message, the product packaging was used as a promotional item. In order to shape the image of the brand in a lasting way, the manufacturer entered into a cooperation with various animal shelters in Germany. Photos of homeless dogs and cats of a specific region were taken, important details regarding their potential adoption were added, and the photos and information were printed on the pet food packaging available in that region. In addition to helping find homes for the animals, the shelters received the entire revenue from the respective edition.