After a two-year TV hiatus, the SCHMACKOS brand is making a comeback in a new campaign courtesy of DDB Melbourne.
The campaign is based on a simple insight that treating dogs is not just rewarding for them, but their owners too.
“Throughout the years, the brand has been focused on the fun SCHMACKOS treats unleashes for dogs, and rightly so,” Mars Petcare marketing director Ben Culligan said.
“But dog owners also get a lot of joy out of treating. We wanted to bring this shared pleasure to life in a fun, creative and memorable way.”
DDB Melbourne creative director Glen Dickson said the brief was to modernise the brand without losing the fun.
“Feed your four-legged friend a SCHMACKOS and you’ll both feel the happiness. It’s a fresh take on the old SCHMACKOS work that we all know and love,” he said.
View the 45-second and 15-second TV spots below:
Client: Mars Petcare
Marketing director – Ben Culligan
Marketing manager – Kate Waite
Senior brand manager – Jess Hoare
Consumer and market insights manager – Krishanie Perera
Assistant brand manager – Abby Veverka
Agency: DDB Melbourne
Managing director – Dion Appel
Creative director – Glen Dickson
Art director – Becky Morriss
Copywriter – Locki Choi
Head of broadcast – Sophie Simmons
Group business director – Lucy Haworth
Business director – Luke Osborn
Executive planning director – Ian Forth
Planner – Paris Paphitis
Production company: The OTTO Empire
Director – Christopher Hill
Executive producer – Jo de Fina
Producer – Josh Butt
DOP – Ed Goldner
Production designer – Lance Davis
Casting: Fiona Dann, Casting Sugar
Music search: Level Two
Editing: Dan Lee, The Butchery
Sound: Colin Simkins, Gusto Studios