The Idea Shed Creates New Campaign To Educate Dog Owners On Ivory Coat Wholegrain

The Idea Shed Creates New Campaign To Educate Dog Owners On Ivory Coat Wholegrain
SHARE
THIS



Independent creative agency, The Idea Shed, has created a new campaign to introduce dog owners to the new healthy option available through the Real Pet Food Company, Ivory Coat Wholegrain.

Although Ivory Coat is the number one grain free brand in the pet speciality channel, the company recognise that dogs love variety when it comes to meal time.

By launching Ivory Coat Wholegrain dog food, with dry and chilled options, the brand is able to guarantee that no matter the reason, there is an Ivory Coat product that will appeal to your pet.

Consumers treat their dogs like part of the family and gain fulfilment from seeing them thrive.  However, they also recognise that dogs will be dogs and embrace their natural animal instincts.

With this in mind, The Idea Shed team created a series of animal-centric visuals celebrating dogs exhibiting this natural animal behaviour and combined it with tailored messaging to ensure it was contextually relevant to the specific touchpoint.

The campaign delivers impact with the disruptive ‘butt-sniff’ visual and dual headline. Not only does the image give a point of difference when compared to category norms, it brings to life the key benefit of supporting good gut health in a simple and visual way, making it an easy get for the consumer.

In addition to this, against the back drop of increased humanisation of animals, The Idea Shed’s creative is deliberately animal-centric and delivers its core message with clever wit and personality.

Real Pet Food Company’s Channel Marketing Manager, Jacqueline Nalder said: “Our pets have individual needs, just like us. We recognise there is no “one size fits all” food, which is why we have launched our wholegrain range for dogs, with varieties across both dry and now chilled options. It’s an easy way to look after your dog’s overall gut health and offers an alternative to our grain free range, for those dogs without food sensitivities or allergies.”

Shopper Marketing Manager, Cheryl Griffin added: “We have worked with The Idea Shed to seamlessly bring this campaign to life across OOH, instore and digital.  We love that the campaign is packed full of personality and that good gut health is brought to life through the lens of those behaviours animals exhibit naturally.”

Also commenting on the campaign John Volckman, Co-Founder/Partner of The Idea Shed said:While saying hello is relatively straight forward for humans, the butt-sniff is the dog’s handshake. Taking this insight, we had fun developing a campaign which shines the light on dogs being dogs. Our team has enjoyed bringing this campaign to life across the full path to purchase, identifying scenarios that show healthy dogs doing what they do best – being dogs.

It was also great that the team at Real Pet Food utilised our full scope of services to bring this Ivory Coat campaign to market. They are such a passionate group and we are enjoying working with them across a number of campaigns which we are excited to see hit the market in the new year.”

Agency Team:

The Idea Shed

John Volckman – Co-Founder/Partner

Adrian Moore – Head of Digital

Mike Avery – Art Director

Isabelle Slack – Junior Designer

Peita Neale – Finished Artist

Elkie Pieterse – Studio Manager

Dan Adams – Senior Account Director

Christine Kynoch – Account Manager

 

Agency Partners:

Real Pet Food Company

Shannon Roach – Head of Marketing

Jacqueline Nalder – Channel Marketing Manager

Cheryl Griffin – Shopper Marketing Manager

Ashlee Beck – Assistant Brand Manager

Kate Clarke – Digital Producer

 

Rapid Media

Danielle Hitchcock – Senior Account Director

Cameron Brands – Director of Digital

Dawn Beaumont – Search Marketing Specialist

 

 

 

Please login with linkedin to comment

ideas shed ivory coat wholegrain

Latest News

New Podcast The Wellness Rebellion Delivers Science Over Speculation
  • Media

New Podcast The Wellness Rebellion Delivers Science Over Speculation

The Wellness Rebellion with Maz Compton and Dr Sam Hay is a reset on everything we know about our health and wellness, uncovering the truth and debunking the trends with science-based wellness information to improve your everyday wellbeing. Each episode in the new weekly podcast series will see Compton and Dr Hay discuss a wellness […]

Hotglue Wins Garnier Digital Account
  • Media

Hotglue Wins Garnier Digital Account

Garnier, part of the L'Oréal Group, has named Hotglue as its official Australian digital partner. Hotglue will lead the brand’s always-on strategy and creative content development across digital & social media, including influencers, eCommerce and brand campaigns.

NOVA Launches Podcast Network
  • Advertising
  • Media

NOVA Launches Podcast Network

Proving the podcast is THE hottest thing in media right now comes this news. It's like what the smashed avo is to food.

MasterChef Alumni Brendan Pang Teams Up With Minus18 And Snap For IDAHOBIT
  • Campaigns

MasterChef Alumni Brendan Pang Teams Up With Minus18 And Snap For IDAHOBIT

Growing up queer can be tough for many young people. Despite much progress, three out of four (75 per cent) Australian LGBTQIA+ youth still experience some form of bullying or discrimination. Indigenous Australians and those from non-English speaking backgrounds are the two most likely groups to experience discriminatory behaviours. Findings from the LGBTQIA+ Health Australia […]

Moving To A First-Party Data Model Era
  • Opinion

Moving To A First-Party Data Model Era

Malcolm Treanor [featured] is the COO of Aussie media technology company WINR. In this piece, he looks at how the industry is moving to a first-party data model and what this might mean looking forward. It’s been almost 30 years since the first banner ad was served on the web. And my, how things have […]

Opinion

by B&T Magazine

B&T Magazine
Bankwest Unveils New Work Via Its Bespoke WPP Agency Union
  • Campaigns

Bankwest Unveils New Work Via Its Bespoke WPP Agency Union

Union, WPP AUNZ’s bespoke national group model created to service Bankwest, has launched a new national brand campaign for the visual-style terms and conditions the financial institution developed with the University of WA in a bid to make T&Cs more engaging for customers. Bankwest has rolled out visual terms and conditions for its Bankwest Easy […]