Pet food has become scientific. The nutritional needs of pets have come to the fore.  The Real Pet Food Company’s brand, Ivory Coat, has developed Food Check, an interactive tool that creates a personalised feeding guide for dog owners. The company’s agency, The Idea Shed has developed the campaign, Feed Them Right, to promote it, a campaign that encourages pet owners to question their current choice of pet food.

“People are confused about what food to feed their pet. Over 50% of pets are overweight or obese and we have developed the Food Check calculator to help people understand what food is right for their pet. We collect information based on their pets age, breed, size, lifestyle and weight, and provide a recommended feeding guide,” stated Kate Clarke, digital producer, Real Pet Food Co.

The full campaign was developed in two stages. First came the Ivory Coat Dog Search took place, a social recruitment drive to find real Australian dogs that love Ivory Coat to feature in the campaign. The chosen dogs are also featured in unique pet profiles on social channels and Ivory Coat’s website.

Following this, Feed Them Right launched a 15-second TVC, which is also running in digital, social and in-store channels, all linking to the calculator and ultimately encouraging owners to make the switch. All the creative highlights the beautiful differences found in all dogs.

“We are so excited to see the Ivory Coat Feed Them Right campaign reach our consumers. The Idea Shed have delivered a strong multi-channel approach which we know will help reach as many dog owners as possible with this tailored feeding plan,” stated Cheryl Griffin, shopper marketing manager, Real Pet Food Co.

John Volckman, The Idea Shed’s director added, “This campaign has been a great opportunity for us to own the creative product throughout the full path to purchase – TVC through to the last three feet in store. It’s great working on a brand which has serious ambitions and we are excited to get stage 1 of Feed Them Right into market and look forward to taking this platform into future work.”

The campaign launches on August 30 through TV, print, in-store, digital and social media.

Credits: 

Agency: The Idea Shed

Executive Creative Director: John Volckman
Art Director: Mike Avery
Strategy Director: Eryl Thomas
Digital Director: Adrian Moore
Client Services Director: Karin Andreasson
Senior Account Manager: Christine Kynoch
Account Executive: Mia Gall
Producer: Dale Bennetto

Production Company: Clockwork Films

Executive Producers: Heath George & Damien Whitney
Photographer: Richard Weinstein

Media Agency: Avenue C