Beagles, hounds, retrievers, shepherds and other sporting and hardworking breeds need special nutrition to sustain their high levels of activity. Happy Jack, makers of animal health products since 1946, has 
developed a line of foods specifically formulated for these high-performing canines. The company asked The Bloodhound Group to create advertising to launch the new Novation products.
Happy Jack’s founder was the late James G. Exum, a kennel owner in Snow Hill, N.C., who was inspired to start the business—named for his most prized beagle—out of a commitment to provide safe and effective products to enhance the health and performance of beloved sporting and working breeds. The company has since developed strong brand recognition and consumer loyalty among U.S. kennel owners, breeders and outdoor sportsmen, as well as within agricultural markets.
The effectiveness of the products is underscored by generations of prize-winning sporting dogs owned by Exum himself. The new advertising campaign features a photo of some of the many trophies he won with his dogs.
The Novation line of dog food is rich in protein and fortified with chelated minerals and omega fatty acids to improve digestion and absorption of vital nutrients.
“Jim (Cobb) helped us define the Happy Jack brand strategy when he was with Howard/Merrell,” says Manning Exum, Happy Jack vice president and grandson of James Exum. “It was an easy decision to assign the advertising creative development to his capable team.”
“We appreciate the confidence Manning and Happy Jack have placed in us to create the advertising for this important product launch,” says BHG founder Cobb. “We look forward to this campaign becoming the beginning of a productive and successful long-term relationship.”
Novation and other fine, high-quality Happy Jack products are available at Tractor Supply and through the Happy Jack website.