The integrated concept, developed by 34 to coincide with the launch of new above-the-line material featuring strong dogs in action, includes an on-pack component supported by in store material and digital entry channels.
Steven Bedford, Foodcorp pet care marketing manager, says, "As market leader, we strive to deliver campaigns that are innovative and truly differentiated. In addition to driving short term demand, they need enhance the brand's value proposition. With this campaign, 34 certainly delivered in this regard."
Tom Fels, Business Unit Director at 34, adds, "We believe this campaign hits home on two important fronts - building equity by engaging passionate dog owners with the opportunity to celebrate their pets, whilst ensuring a positive impact on Bobtail sales."