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.
Shopping Dogs to Sell Pet Food
Eukanuba 'Fetch' Ad Campaign
Trend Themes
1. Animal-inclusive Advertising - Opportunity for brands to incorporate animals in their advertising campaigns to attract attention and create emotional connections with consumers.
2. Interactive Advertising - Potential for brands to create interactive campaigns that engage consumers and leave a lasting impression through unique and unexpected experiences.
3. Promotion Through Authenticity - Brands can leverage authenticity to promote their products by showcasing real-life situations that resonate with consumers and build trust.
Industry Implications
1. Pet Food - Disruptive innovation opportunity: Develop pet food ads that feature animals interacting with products to showcase their benefits and appeal to pet owners.
2. Advertising - Disruptive innovation opportunity: Explore new ways to create interactive and memorable ad campaigns that capture consumers' attention and drive engagement.
3. Marketing and Branding - Disruptive innovation opportunity: Focus on creating authentic promotional content that resonates with consumers by showcasing real-life experiences and emotions.