Eukanuba employed five talented dogs for their charming ‘Fetch’ ad campaign. The pups were trained to proudly carry the dog food bags in their mouths through a busy shopping mall as if they had just purchased their favorite kibble.
The Eukanuba brand contains Omega 3 and 6 which are said to increase brain development--hence the smart dogs shopping for their own dinner.
As you can see from the responses of the people in the mall, the campaign was a success at getting attention. The dogs are so cute making their way through the crowds, carrying out their mission.
The promotion was created by Saatchi & Saatchi of Johannesburg, South Africa.
Key Themes Behind This Trend
- Animal-inclusive Advertising
- Opportunity for brands to incorporate animals in their advertising campaigns to attract attention and create emotional connections with consumers.
- Interactive Advertising
- Potential for brands to create interactive campaigns that engage consumers and leave a lasting impression through unique and unexpected experiences.
- Promotion Through Authenticity
- Brands can leverage authenticity to promote their products by showcasing real-life situations that resonate with consumers and build trust.
Where This Applies
- Pet Food
- Disruptive innovation opportunity: Develop pet food ads that feature animals interacting with products to showcase their benefits and appeal to pet owners.
- Advertising
- Disruptive innovation opportunity: Explore new ways to create interactive and memorable ad campaigns that capture consumers' attention and drive engagement.
- Marketing and Branding
- Disruptive innovation opportunity: Focus on creating authentic promotional content that resonates with consumers by showcasing real-life experiences and emotions.
