My Dog makes you remember your dog
The experiential campaign was executed by Colenso BBDO.
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Premium dog food brand My Dog has released a video of a marketing stunt where people arriving home in an airport were invited to buy something for those who missed them the most – their dogs.
The experiential campaign was executed by Colenso BBDO, which says folk never remember to buy gifts in duty-free for man’s best friend. (See video below)
As such, the brand used airport media to guilt-trip disembarking dog owners into buying a premium pouch of My Dog packaged in the same way as any luxury travel retail gift.
The ad agency says My Dog sold seven times more product than the average New Zealand store would sell in the same time.
As a result, Colenso concluded that a viable and untapped retail channel exists in airports for the premium dog food brand.
Mars Petcare NZ marketing manager Debbie Laing says, “It’s the perfect place for My Dog as we are positioned as a premium treat for dogs. To see the results where it outperformed sales in a normal New Zealand supermarket really shows that there is untapped potential.”
Colenso group business director Ahmad Salim added, “It was one of those great insights that was bang on brand and seemed so small and simple at first.
“Then you realise it could lead to something genuinely business changing and, for a brand with a global foot print within an organisation like Mars, that’s massive and truly exciting.”
As a result of the pilot, Mars are now discussing this opportunity at a global level and My Dog/Cesar, could become the first dog food brand to be available in travel retail around the world.
Campbell Gibson for NBR Food Industry Week
Fri, 29 May 2015
Fri, 29 May 2015
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My Dog makes you remember your dog
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