SavourLife has launched a new brand platform and campaign celebrating the Australian pet parents who take their love of their furry friends very, very seriously.
Created with strategic and creative partner Ground Swell, the new platform, ‘For Pet Parents Who Give A Woof Or Meow’, aims to carve out a distinct position for the purpose-led pet food brand in an increasingly crowded category.
At the centre of the campaign is the proposition: ‘You give a woof. So do we.’
Rather than focusing solely on the nutritional claims, ingredients and veterinary credentials that dominate pet food advertising, SavourLife is putting the spotlight on the people behind the pets – and the lengths they will go to for them.
The campaign celebrates the pet parents who check every ingredient on the packet, surrender most of the bed to their dog or cat, and are willing to cancel plans because their pet needs them.
But the platform also extends that care beyond the animal waiting at home.
Founded by Michael and Kim McTeigue, SavourLife was established with a commitment to helping end avoidable euthanasia of dogs and cats. The brand donates 50 percent of its profits to independent animal rescue groups across Australia, with more than $12 million donated to date.
The idea behind the new platform is to connect those two sides of the brand – feeding the pet you love while helping pets that are still waiting for a home.
SavourLife marketing director Emily Tolliday said the campaign was designed to celebrate the level of care shown by its target audience.
“We wanted to create a campaign that cuts through and celebrates the pet parents whose animals are their whole world, the people who probably obsess over them more than they’d like to admit,” Tolliday said.
“They read the ingredients and care about what goes into the bowl. Those are our pet parents, because that level of care is exactly what SavourLife is built around.”
Ground Swell founder Damian Pincus said the brand’s point of difference was that its purpose extended beyond customers’ own pets.
“What makes SavourLife different is that the care doesn’t stop with the pet in your own home,” Pincus said.
“There’s this group of pet parents who care deeply about their own pets, but also give a woof and meow about the thousands of dogs and cats still waiting for one.”
Pincus added that the campaign was designed to bring those two ideas together.
“SavourLife brings those two things together, great food for the pet you love, and 50 percent of profits helping rescue pets find someone to love them.”
The campaign will roll out across BVOD, SVOD, social, digital, out-of-home, retail and PR, with creative executions built around the behaviours and rituals that identify a pet parent who really ‘gives a woof’.
The new platform brings SavourLife’s product proposition and purpose together under a single idea: better nutrition for the pet in your home, while helping create a better future for pets without one.
Credits
Client: SavourLife – Emily Tolliday, Jessica Tahardi, Tovah Levitas
Campaign: For Pet Parents Who Give A Woof
Strategic and creative partner: Ground Swell – Damian Pincus, Dennis Wong, Millie Mae Twort, Chris Hall, Jacq Henderson
Production: Contently – Avril Dunn, Stephen Hancock
Director: Vanessa Perdriau
Media: Speed – Nikki McKoll, Ian Perrin, Laura Campbell, Mayra Godwin
Social: Kill Boring Dead
