Breeders Choice Encourages People To Choose Better With Campaign Via The Sister & Mother Tongue Agency
Cat litter brand, Breeders Choice, produced by FibreCycle, has made a bold move to get pet owners caring more about cats’ waste with a series of animated videos featuring a new tagline and a full marketing program.
The “Choose Better, Choose Ginger” campaign launched this week via a unique collaboration of independent Melbourne agencies led by brand & marketing consultancy The Sister and creative agency Mother Tongue.
The animation series follows the playful antics of Ginger the kitten going about its ‘business’ while highlighting the many benefits of Breeders Choice. The insight-driven campaign hopes to engage with cat-loving audiences and make them think twice about what they’re picking up in store.
Brooke Tierney, founder of The Sister, said: “Most litter brands are produced by manufacturers who also make pet food, so they focus on what goes into the cat – our sole focus is on what comes out and helping pet owners make the better choice for their cats.
“We know that when it comes to cat litter, most consumers can’t tell you which brand they buy, it’s usually a description of the packaging or what it’s made from – paper, clay or crystals. Breeders Choice is well known as ‘the one with the ginger cat on the front’. Working with the creative team at Mother Tongue, we saw an opportunity to help educate consumers about what’s actually in their litter boxes and have some fun with it at the same time,” Brooke explained.
The Sister acts as the FibreCyle International brand team, essentially creating an in-house marketing team which can flex and expand on an ‘as needs’ basis. This unique business model has led to a collaborative multi-agency approach for the brand re-positioning and demonstrates a smart way to do business in the post-covid world.
Tina Funder, creative director at Mother Tongue said: “Working with The Sister who operate as an integrated arm of FibreCycle was a brilliant way of streamlining the creative process. It was an exciting project for an innovative brand who wants to push the boundaries. We love where we have ended up creatively, Ginger certainly stands out from the category, and we got there by collaborating with a talented bunch of smart operators.”
FibreCycle’s Managing Director, Steve Adams, said: “We have positioned ourselves as a pioneer and leader in the pet clean up industry, we have challenged the norms by focusing on the health of pets, the joy they bring us as people, as well as our planet.
“Working with our team at The Sister means that we have access to their extensive network of consultants from such a wide range of disciplines. They’re a big part of our day to day operations but they’re able upscale and downscale based on the needs of our business and we have seen great benefit of this way of working,” Steve added.
The animation series, which will run across multiple markets including Australia and the UK,
will be complemented by online advertising, social media, influencer marketing and media relations. The campaign is the work of a number of independent Melbourne agencies and consultants.
Credits:
Client: Breeders Choice (Fibre Cycle)
Managing Director: Steve Adams, Fibre Cycle
CMO: Brooke Tierney, The Sister for Fibre Cycle
Marketing Manager: Kirstin O’Brien, The Sister for Fibre Cycle
Community Manager: Jack Arthur, The Sister for Fibre Cycle
Brand & Creative Strategy: Brooke Tierney, The Sister
Communications planning: Kate Provan, KgCommunications
Media Buying: Spark Foundry
PR: Jacinta Chapman, Terri Heard, Georgia Ahern & Catherine Schwerdt, Thrive PR + Communications
Creative Agency: Mother Tongue
Creative Direction: Tina Funder
Art Direction: Lana Daubermann
Design: Julia Cornelius
Illustration & animation: Marco Palmieri
Sound production: Abes Audio
Please login with linkedin to comment
breeders choiceLatest News
History Has Arrived: It’s The Cairns Crocodiles Inaugural Shortlist
Pen the acceptance speech and ready your best thongs and muumuu, because the Cairns Crocodiles shortlist has arrived.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Integral Ad Science, a global media measurement and optimization platform, today announced a market integration with Roblox, a global immersive platform for connection and communication. Available for advertising campaigns on Roblox later this year, IAS’s Viewability and Invalid Traffic (IVT) Measurement products will provide advertisers increased transparency into the quality of their Immersive Ads within […]
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.
Bumble Reveals New Brand Identity To Usher In New Era Of Dating
It's ironic that all the dating apps market themselves as having no weirdos, freaks or mummy's boys like their rivals.
Stay In The House From Up! Airbnb Introduces Icons
Airbnb is now letting people stay in "iconic" places that sadly doesn't include the house from Silence Of The Lambs.
Changing The Conversation: The Role Of Media In Ending Violence Against Women
Governments are finally waking up to the DV crisis. Here, B&T chats with Jasmin Bedir on the role media can play.
“If You Want To Listen To Something Else, Go For It”: Fifi Box On Blocking Out The Noise & Focussing On What Works
No one is at the coal face of Melbourne radio like Fifi Box. Here, she chats with B&T without coughing up a lung.
Spotlight On Sponsors: Ferrari Signs Landmark New Title Sponsor
B&T continuing our series on sports sponsorships. And, yet again, there's little good news for the ten pin bowlers.
Choose A Path Less Trodden This Cannes In Cairns
Not since Wonka opened the factory has there been such a hot ticket in town. Here's how to make the most of Cairns.
Cannes In Cairns MC Keeva Stratton Shares Her Top Session Picks
Quip boss calls out her highlights of the Cannes agenda. We're assuming B&T staff b-boy demonstration was an oversight.
Here Are The Agencies That Made AFR’s Best Places To Work List And What The Industry Can Learn From Them
Did your office not make the list? Make sure your boss shouts at least two schooners at office drinks come Friday.
Get Ready, B&T’s Best Of The Best Is Back With The Top Holding Company Executive Leaders – Creative!
Want to know who the Grandest of the Grand Poobahs in the industry are? Look no further than this exhaustive list.
How A Glittering Campaign Helped The Australian Museum Sell 400,000 Tickets
B&T thoroughly enjoyed the Ramses exhibition at The Australian Museum, despite thinking we were going to the Archibald.
TV Ratings (30/04/2024): A “Shoey” Straight From A Fish’s Mouth Launches The Cheap Seats Into 2024
Last night's TV saw horny farmers beat Lego nerds, who beat fame-obsessed home cooks, who beat a chap with a large fish.
Spotlight Extends Partnership With Starlight Children’s Foundation
B&T always happy to promote the excellent work of the Starlight Foundation. Less so the Starfish Fanciers Foundation.
Amazon’s Advertising Quarterly Revenue Soars To $11.8bn
There are so many Amazon couriers visiting B&T headquarters at the moment our office dog doesn't know who to maul first.
VML Wellington Welcomes Jacob McGregor As Pou Ārahi Māori
McGregor set to lead cultural competency and safety at VML Wellington in important new gig.
“They Grow Up So Fast”: Simon Fowler On Five Years Of ABEL
Abel's CEO talks lessons learned from the agency's first five years. Including staff nicking all the Nespresso capsules.
Kyle & Jackie O Urge Melbourne To Pick A Side
Who can stop Kyle & Jackie O's indelible march into Melbourne radio? Is Peter 'Moony' Moon waiting by the phone?
Future & Taika Waititi Feature In Striking New Global Belvedere Campaign
Not only does drinking vodka make you cool like these dudes, it also has great weight loss properties for the bone idle.
The Fall Of Bonza: A Case Study In How To, And Not To, React In A Crisis
Does the collapse of yet another budget airline hark back to a gentler time of 17 hours spent on a Greyhound bus?
Opinion: Agencies, Be Unique – Stop Using The Word “Unique!”
Trinity P3's Ellie Angell says agencies are overusing the word unique. You could add omnichannel & holisitic to that.
Ex Marketing & Advertising Exec Releases Melanoma Memoir
Ex-adlander Anne Gately has penned a tome to skin cancer. Which is a handy reminder to check your moles, people.
Mamamia Appoint Danni Wright As New Head Of Strategy
Danni Wright takes up Mamamia's strategy reins with a feng shui expert called over positioning of office chaise lounge.
From The Bureau: Championing Competency & Cross-Industry Collaboration
The IAB's Jonas Jaanimagi calls for more specialisation in adtech. Meaning you'll understand it less than you already do.