The range, which makes specialty-store quality food available at the grocery store, meets the nutritional needs of dogs from puppyhood through their senior years. It addresses a gap in the market for pet parents because, despite wanting to do everything to give their dogs the best life, they don’t know that they need to feed their dog differently at each age and stage of life. life.
The creative, developed by The Works, captures the many silhouettes and personalities our pets display at different ages, but a pet food that will stay with them for life.
To align with the creative and emotional nature of the pet food category, Slingshot developed an integrated media strategy that builds trust, awareness and connection across TV, BVOD, OOH, branded content and social media. The campaign showcases Slingshot’s signature UI (Unconventional Intelligence) by creating new moments of connection between pet parents and VitaPet through media, as well as meeting dogs and their owners in moments where they connect but without media formats. To achieve this, we have sent roaming billboards to the main dog walking and play areas on the eastern seaboard.
Slingshot and VitaPet have partnered with Nine, creating and amplifying content across their network to build relationships with pet parents. The centerpiece of the Nine campaign is a four-part TV series hosted by David Campbell, featuring celebrity guests and dog owners Paul Gallen, Stef and Gian (2023 Block winners), Ruan Simms and Belinda Russell. The show aims to uncover how dogs have this incredible ability to make us better people. While everyone’s relationship with their dog is certainly unique, there is a strong emotional connection that seems to be universal. It is a love that will stay with you for a lifetime. Dogs4Life launched on Saturday 1st June and will run on 9 and 9Now.
Damien Pincus, creative partner and founder at The Works said, “VitaPet is a leader in natural treats and a brand loved by pets and their owners. The launch of high quality dog food in grocery is a natural next step. VitaPet Food4Life is a brilliant innovation in the category and we are excited to approach the launch in a different way. Working with Nine has created a fruitful partnership for the brand.”
Simon Corbett, CIO and founder at Slingshot said, “We love working with clients who are leading their category with innovative thinking and VitaPet’s Food4Life is a great example of this. We are extremely proud of the great collaborative effort with behind the scenes to bring this campaign to life and are excited to share it with dog owners in Australia.”
