Scratch, the Aussie dog food company, is educating dog owners about the significance of dog gut health in its new ad.
Running across BVOD channels including Foxtel GO, TenPlay, and YouTube, and supported via social, content and PR, the “Scratch Loves Your Dog’s Guts” campaign aims to highlight Scratch’s commitment to providing premium nutrition for dogs.
“Research has shown that 70 per cent of a dog’s immune system originates from the gut, yet many traditional dog foods fail to address this crucial aspect of canine health. We developed our new campaign to educate dog owners on the lesser-known signs of poor gut health, such as red skin, itching, and irregular bowel movements, while also shedding light on the invisible long-term effects, including early disease and cancers,” commented Scratch co-founder, Mike Halligan.
Scratch’s three dog food recipes – Turkey, Beef & Lamb, Pasture-raised Lamb and Sensitive Kangaroo – have each been meticulously formulated to strengthen gut health and restore balance in dogs with an unbalanced gut flora. By emphasising the connection between nutrition and overall wellbeing, Scratch aims to empower dog owners to make informed choices that will positively impact the lives of their furry friends.
In a world saturated with mundane dog food advertisements, Scratch recognised the need for a fresh and engaging approach to convey the importance of gut health.
“We wanted to tackle the serious issue of gut health in a creative, captivating, and fresh manner that resonates with dog owners,” said Isabelle Mason, creative director at Scratch. “Our goal was to make people care about something they can’t see until it’s too late.”
The entire “Scratch Loves Your Dog’s Guts” campaign was developed and executed in-house, showcasing the brand’s commitment to innovation and creative excellence. The entire campaign was created for just $15,000 proving that great marketing doesn’t need to cost the earth. It made use of as many recycled materials as possible, as well as the team’s creativity and paper-mache skills.
“Our campaign encapsulates the essence of Scratch as a company, celebrating wild creativity, playfulness, and a commitment to quality. From concept to production, we’ve poured our hearts and souls into every aspect of this campaign,” Mason concluded.
Creative director: Isabelle Mason
DOP and video editor: Finnian Williamson Concepting & set/costume design: Chris Croker
Set Construction: Thomas Hoffmann
Costume Construction: Toni Croker
Talent: Jake Unsworth & Lyndy Clarke
Lighting: Corey Clement Sound: Kyle McLeavy
Head of marketing: Mike Halligan
Head of growth: Kevin Fernandes
Please login with linkedin to comment
Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]
Reddit’s annual Recap report has revealed the issues and moments that captured Australia’s collective mind over 2023 with, naturally, the Matildas featuring high on the list. The inaugural Australia-hosted Women’s World Cup saw Aussies glued to the footy (or, indeed soccer) with one enterprising user capturing the moment that Cortnee Vine scored the winner against […]
Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]
Spikes Asia, APAC’s most prestigious and sought-after Award for creativity and marketing effectiveness, has revealed its 2024 Jury line-up today. The 93 industry experts from across 18 markets represent APAC’s leading talent from a diverse range of disciplines. 2024 sees the highest representation from brands, including Budweiser, Procter & Gamble, Unilever and, for the first […]
Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]
Pinterest reckons jellyfish & moody cowboys will be big in 2024. Refused to be drawn on the return of shoulder pads.
IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]
Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising, announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]
NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]
Following a period of significant client growth, leading auto marketing agency, DBC2 has appointed Jason Fisher (lead image) to the newly created role of CEO. The appointment is part of DBC2’s long term growth strategy ahead of the agency announcing a brand refresh and expanded proposition in early-2024. As a new shareholder of the business, […]
Don’t treat regional media as a charity, but a real growth opportunity: That’s the message from Boomtown’s final masterclass of 2023, attended by almost 100 media industry representatives from across the nation. The masterclass was part of a series of educational sessions, delivered by Boomtown, the media collective championing advertising in regional Australia. The sessions […]