Ivory Coat Asks Dog Owners To Pick The Right Food In New Work From The Idea Shed

Ivory Coat Asks Dog Owners To Pick The Right Food In New Work From The Idea Shed
SHARE
THIS



The Real Pet Food Company and independent integrated agency, The Idea Shed, want people to stop and think about what they are feeding their dogs in new campaign.

Every dog is different and so are their needs, are they doing the right thing by their pet? To bring this challenge to life the agency has created a bold campaign encouraging owners to question their current choice of pet food.  This new campaign, “Feed Them Right” will introduce Ivory Coat’s bespoke Food Check, an interactive tool that creates a personalised feeding guide for dog owners.

Once completed online, the Food Check encourages owners to examine their current choice of pet food and suggests products from the Ivory Coat range.

“People are confused about what food to feed their pet. Over 50 per cent of pets are overweight or obese and we have developed the Food Check calculator to help people understand what food is right for their pet. We collect information based on their pets age, breed, size, lifestyle and weight, and provide a recommended feeding guide. In conjunction with the The Idea Shed, we worked together to seamlessly bring the campaign to life,” said Kate Clarke, digital producer, Real Pet Food Co.

A full TTL campaign has been developed in two stages.  To begin with, the ‘Ivory Coat Dog Search’ took place – a social recruitment drive to find real Australian dogs that love Ivory Coat to feature in the campaign. The chosen dogs are also featured in unique pet profiles on social channels and Ivory Coat’s website.

Following this ‘Feed Them Right’ was brought to life in a hero 15 sec TVC as well as through digital, social and in-store channels, all linking to the calculator and ultimately encouraging owners to make the switch.

The creative takes a real and honest approach to celebrate the beautiful differences found in all dogs.

“We are so excited to see the Ivory Coat Feed Them Right campaign reach our consumers. The Idea Shed have delivered a strong multi-channel approach which we know will help reach as many dog owners as possible with this tailored feeding plan,” said Cheryl Griffin, Shopper Marketing Manager, Real Pet Food Co.

John Volckman, The Idea Shed’s Director added, “This campaign has been a great opportunity for us to own the creative product throughout the full path to purchase – TVC through to the last 3 feet in store. It’s great working on a brand which has serious ambitions and we are excited to get stage 1 of Feed Them Right into market and look forward to taking this platform into future work.”

The campaign launches on 30th August through TV, Print, Instore, Digital and Social Media.

CREDITS:

Executive Creative Director: John Volckman
Strategy Director: Eryl Thomas
Digital Director: Adrian Moore

Client Services Director: Karin Andreasson
Art Director: Mike Avery

Senior Account Manager: Christine Kynoch

Account Executive: Mia Gall

Producer: Dale Bennetto

Agency Partners: 

Avenue C – Media Agency

Business Director: Rosy Zhang

Managing Director: Hugo Cutrone

Clockwork Films – Production Company

Heath George – Executive Producer
Damien Whitney – Executive Producer
Richard Weinstein – Photographer

Real Pet Food Company

Head of Marketing ANZ: Jackie Wilson

Digital Producer: Kate Clarke

Shopper Activation Manager: Cheryl Griffin

Please login with linkedin to comment

Ad campaigns Ivory Coat The Idea Shed

Latest News

SLIK Announces Four New Key Hires
  • Marketing
  • Media

SLIK Announces Four New Key Hires

Independent creative agency, SLIK, has made significant changes to its full service creative offering with four hires across management, creative and production.

How Retailers Can Maximise Their Results This Sales Season
  • Marketing
  • Technology

How Retailers Can Maximise Their Results This Sales Season

Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]

Agent99 Adds The Distilled Spirits Council Of The U.S &  Helen Tarrant To Portfolio
  • Marketing

Agent99 Adds The Distilled Spirits Council Of The U.S & Helen Tarrant To Portfolio

Awindependent PR Agency Agent99 has added The Distilled Spirits Council of the US (DISCUS) to its client roster, alongside thought leader and commercial property specialist, Helen Tarrant. DISCUS is a national trade association representing U.S. producers, marketers, and exporters of distilled spirits. The account was won following a competitive pitch earlier this year. DISCUS has […]

Melbourne Creatives Release “Locktown” T-shirts To Raise Funds For Beyond Blue
  • Campaigns
  • Media

Melbourne Creatives Release “Locktown” T-shirts To Raise Funds For Beyond Blue

Melbourne-based independent creative agency, By All Means, has today released limited edition ‘Locktown’ t-shirts to create a positive, artistic commemoration of their city, while shining a spotlight on the significant impact of lockdown on the mental health of Victorians. After 235 days under strict stay-at-home orders, Melbourne today claims the unenviable crown from Buenos Aires […]

Influencer Marketing Agency Komodo Announces New TikTok Offering
  • Marketing

Influencer Marketing Agency Komodo Announces New TikTok Offering

Global marketing agency, Komodo, has announced it will be launching a dedicated TikTok arm to the business in Australia, following a series of key industry hires and new creators signed to their roster. The agency, who partners brands with social influencers across the globe, aims to bring a new dimension to influencer marketing by assisting brands […]

How Retail Can Help Consumers Ride The Emotional Rollercoaster Of COVID-19
  • Opinion

How Retail Can Help Consumers Ride The Emotional Rollercoaster Of COVID-19

According to Fifth Dimension CEO Lyndall Spooner, whether you like roller coasters or not, we have all been riding ‘Dashed Hopes’ the COVID-19 emotional roller coaster for over 18 months and many of us have turned to online retail therapy to cope.   Spooner uses the analogy of an emotional roller coaster to depict consumers’ […]

Havas Village Australia Launches “Be Together” To Reunite Staff With Loved Ones When Borders Open
  • Media

Havas Village Australia Launches “Be Together” To Reunite Staff With Loved Ones When Borders Open

Underscoring its ongoing commitment to team care and wellbeing, during and beyond the pandemic, Havas Village Australia has introduced be together – a reconnection initiative to enable staff to reconnect with loved ones for longer when domestic and international borders reopen. The initiative, which reflects the Havas core value ‘Better Together’, gives staff from Host/Havas, […]

by B&T Magazine

B&T Magazine
ANZ Brands Top Pattern’s Best Practice Ranking Of Brands On Amazon.com.au
  • Media

ANZ Brands Top Pattern’s Best Practice Ranking Of Brands On Amazon.com.au

Global ecommerce and marketplace specialist Pattern has ranked a group of 50 brands selling on Amazon.com.au based on a set of best practice criteria it has developed. Pet brand Zenify topped the ranking in Pattern’s Amazon Australia Benchmarking Report, scoring 82 per cent of the possible marks against a set of criteria designed to measure […]

Fifth Dimension Expands Executive Leadership Team
  • Marketing

Fifth Dimension Expands Executive Leadership Team

Fifth Dimension Consulting has announced the expansion of its executive leadership team in response to the organisation’s significant growth over the last 18 months. Lyndall Spooner has moved from the position of managing director to the role of chief executive officer (CEO).  As CEO, she will lead Fifth Dimensions’ innovation arm, as well as the […]

GoDaddy Australia Launches GoDaddy Studios To Support Creative Content By Small Business
  • Marketing
  • Technology

GoDaddy Australia Launches GoDaddy Studios To Support Creative Content By Small Business

GoDaddy Inc. has today announced the Australian launch of GoDaddy Studio, a new content creation tool designed for small and medium businesses to create beautiful visual content for their business for all platforms. Compatible on both iOS and Android mobile apps and desktop, GoDaddy Studio includes thousands of customisable templates and easy-to-use tools, providing small […]