The vary, making specialty-store-quality meals accessible in grocery, caters to the dietary wants of canine from puppyhood by to their senior years. This addresses a spot available in the market for pet dad and mom as a result of, regardless of eager to do all the things to present their canine one of the best life, they don’t know they should feed their canine in another way at every age and life stage.
The inventive, developed by The Works, captures the numerous silhouettes and personalities our pets present at completely different ages, however a pet meals that stays with them for all times.
To align with the inventive and the emotive nature of the pet meals class, Slingshot developed an built-in media strategy constructing belief, consciousness and connection throughout TV, BVOD, OOH, branded content material and social media. The marketing campaign demonstrates Slingshot’s signature UI (Unconventional Intelligence) by creating new moments of connection between pet dad and mom and VitaPet by media, in addition to assembly canine and their house owners in moments the place they’re connecting however no media codecs exist. To attain this, we despatched out roaming billboards to key canine strolling and play areas throughout the jap seaboard.
Slingshot and VitaPet partnered with 9, who’re creating and amplifying content material throughout their total community to construct a relationship with pet dad and mom. The centrepiece of the 9 marketing campaign is a four-part TV sequence hosted by David Campbell, that includes celeb company and canine house owners Paul Gallen, Stef and Gian (winners of the 2023 Block), Ruan Simms and Belinda Russel. The present units out to uncover how canine have this unbelievable means to make us higher people. Whereas everybody’s relationship with their canine is definitely distinctive, there’s a robust emotional connection that’s seemingly common. It’s a love that stays with you for all times. Dogs4Life launched on Saturday 1st of June and can run throughout 9 and 9Now.
Damien Pincus, inventive companion and founder at The Works mentioned, “VitaPet is a frontrunner in pure treats and a model cherished by pets and their house owners. Launching a top quality pet food in grocery was a pure subsequent step. VitaPet Food4Life is an excellent innovation within the class and we’re excited to strategy the launch another way. Working with 9 has created a fruitful partnership for the model.”
Simon Corbett, CIO and founder at Slingshot mentioned, “We love working with shoppers who lead their class with modern considering and VitaPet’s Food4Life is a superb instance of that. We’re extraordinarily pleased with the nice collaborative effort behind the scenes to deliver this marketing campaign to life and are excited to share it with Australian canine house owners.”