# Shopping Dogs to Sell Pet Food Eukanuba 'Fetch' Ad Campaign By Elsa Blaine | Published 2009-04-26 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/eukanuba-fetch-shopping-dogs References: [adsoftheworld](http://adsoftheworld.com/media/ambient/eukanuba_fetch) Eukanuba employed five talented dogs for their charming ‘Fetch’ ad campaign. The pups were trained to proudly carry the [dog food bags](https://www.trendhunter.com/trends/bark-in-the-belly) 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](https://www.trendhunter.com/trends/merry-chaos) 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](https://www.trendhunter.com/trends/snack-right) of Johannesburg, South Africa. ## Trend Insights (Trend Hunter) - Score: 4.9/10 - Popularity: 46% | Activity: 92% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Pets](https://www.trendhunter.com/pets) ## Key Themes ### 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. ## Related on Trend Hunter - [Functionally Focused Dog Campaigns](https://www.trendhunter.com/trends/inflatable-dogs.md) - [Pet Food Digital Campaigns](https://www.trendhunter.com/trends/purebites.md) - [Heart-Warming Pet Owner Campaigns](https://www.trendhunter.com/trends/cesar-love-like-crazy.md) - [Australian Dog Deliveries](https://www.trendhunter.com/trends/petbarn.md) - [Humorous Pet Furniture Campaigns](https://www.trendhunter.com/trends/utsdd.md) - [Dog-Focused Food Trucks](https://www.trendhunter.com/trends/french-cuisine-for-dogs.md) - [Dog-Starring Sporty Campaigns](https://www.trendhunter.com/trends/minds-best-friend.md) - [Human-Grade Pet Food Campaigns](https://www.trendhunter.com/trends/the-honest-kitchen-debuts.md) - [High-Frequency Radio Ads](https://www.trendhunter.com/trends/morrisons-ad.md)