Leo Burnett recently completed its first Morrisons ad and it targets dogs with a high-frequency note that can't be heard by humans. The "Doggy dine in" Valentine's Day promotion brings awareness to the brand's Dine In For Dogs meal deal, where pet owners can treat their furry friends to an evening of fine dining.
The ad opens with barking and a voiceover that gives details of the meal deal. Throughout the ad, there's a high-frequency note that only dogs can hear. Unbeknownst to humans, there's a reason that pets seem to respond so well to the ad when it comes on the radio.
To support the radio ad, Morrisons is working with a handful of dog influencers like The Puggy Smalls, Pop Sausage and ItsPomegranate.
High-Frequency Radio Ads
This Morrisons Ad is So High Pitched, Only Dogs Can Hear it
Trend Themes
1. High-frequency Advertising - Developing ads that include high-frequency notes only audible to certain animals can form unique brand interactions and experiences.
2. Pet-focused Marketing - Targeting pet owners with creative promotions and campaigns could lead to increased loyal brand followings and sales.
3. Influencer Marketing for Pets - Collaborating with influential pets on social media can enhance product visibility among niche communities of animal lovers.
Industry Implications
1. Advertising - Incorporating new audio technologies and unique formats could lead to innovative and engaging ad campaigns for brands.
2. Pet Food - Developing specialized meal deals and products targeting pet owners can provide new revenue streams for pet food companies.
3. Social Media - Partnering with social media influencers to develop personalized and authentic branded content can strengthen brand visibility and audience engagement.