After a two-year TV hiatus, the SCHMACKOS brand is making a comeback in a new campaign courtesy of DDB Melbourne.

The campaign is based on a simple insight that treating dogs is not just rewarding for them, but their owners too.

“Throughout the years, the brand has been focused on the fun SCHMACKOS treats unleashes for dogs, and rightly so,” Mars Petcare marketing director Ben Culligan said.

“But dog owners also get a lot of joy out of treating. We wanted to bring this shared pleasure to life in a fun, creative and memorable way.”

DDB Melbourne creative director Glen Dickson said the brief was to modernise the brand without losing the fun.

“Feed your four-legged friend a SCHMACKOS and you’ll both feel the happiness. It’s a fresh take on the old SCHMACKOS work that we all know and love,” he said.

View the 45-second and 15-second TV spots below:

CREDITS

Client: Mars Petcare

Marketing director – Ben Culligan

Marketing manager – Kate Waite

Senior brand manager – Jess Hoare

Consumer and market insights manager – Krishanie Perera

Assistant brand manager – Abby Veverka

Agency: DDB Melbourne

Managing director – Dion Appel

Creative director – Glen Dickson

Art director – Becky Morriss

Copywriter – Locki Choi

Head of broadcast – Sophie Simmons

Group business director – Lucy Haworth

Business director – Luke Osborn

Executive planning director – Ian Forth

Planner – Paris Paphitis

Production company: The OTTO Empire

Director – Christopher Hill

Executive producer – Jo de Fina

Producer – Josh Butt

DOP – Ed Goldner

Production designer – Lance Davis

Casting: Fiona Dann, Casting Sugar

Music search: Level Two

Editing: Dan Lee, The Butchery

Sound: Colin Simkins, Gusto Studios