Bravecto Launches “Chew For Dogs” Campaign Via Wunderman Thompson

Bravecto Launches “Chew For Dogs” Campaign Via Wunderman Thompson
B&T Magazine
Edited by B&T Magazine



MSD Animal Health brand Bravecto has launched a new “Bravecto Chew for Dogs” campaign via Wunderman Thompson.

The campaign aims to reinforce the product’s benefit of longest-lasting protection against fleas and paralysis ticks in one chew.

With the knowledge that the pet category is driven greatly by habits that are difficult to change in long-time pet owners, the campaign identifies new growth opportunities and aims to create change in customer brand choice and behaviours.

With the media strategy, planning and buying led by Zenith, the agency taps into relevant TV programming environments, such as The Dog House and Bondi VET, to allow the Bravecto brand to build scale and impact throughout the season.

Beyond significant TV activity, the campaign also includes radio and OOH to reach pet owners who are out and about; YouTube to target audiences based on pet ownership behaviours and signals, as well as BVOD, eCommerce, and search components, tailored to reach the broader consumer segment increasingly adopting pets since the pandemic.

The PR for the campaign is done by LBPR.

 

Zenith, head of strategy and planning, Sydney, Sarah Heitkamp said: “The landscape around pet ownership has changed significantly since COVID, and media consumption behaviour continues to evolve.

“As a result, we worked with Bravecto to step-change its go-to-market strategy, to ensure we were leveraging the growth opportunity presented by pet owners under 35, whilst not forgetting our heartland audience.”

MSD, marketing lead ANZ, Vanessa Gattellari, said: “Within the animal health category, preference for current treatment and complacency remain strong barriers to conversion.

“Zenith has worked closely with MSD in devising a communication strategy that enables behaviour change, so that pets are protected longer from paralysis ticks and fleas with a single Bravecto treatment.”

The Bravecto Chew campaign launched in October and will run until the end of Summer.




Latest News

SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants
  • Advertising
  • Campaigns

SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants

SBS Audio has launched a new marketing campaign for its ‘Australia Explained’ service which supports new migrants to successfully navigate life in Australia and achieve a greater sense of belonging and social cohesion. SBS’s flagship service for new migrants, Australia explained, has launched a multi-platform marketing campaign that reaches into the heart of the migrant […]

Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops
  • Advertising

Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops

Shoppers can now get access to sustainability information at their fingertips through Tracker, a first-of-its-kind mobile app. The Tracker app centralises sustainability data into a single, easy-to-understand format, helping shoppers make informed choices about the brands and products they support. Shoppers can simply scan the barcode of their favourite supermarket, chemist or department store item […]