Pet Care

Animal food, veterinary and boarding services, breeders.

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2007 BRONZE

Written Promises

In 2006, Cesar faced two enormous hurdles; increased competition within the single-serve segment and negative consumer perceptions of wet feeding. To achieve success Cesar take ownership of the small dog relationship. Our strategy was to leverage the consumers' need to reciprocate the unconditional love that small dogs give them. The campaign Written Promises illustrates the small dog's commitment to their owners in a fun, stylish, fashion forward way. The campaign idea is Love them back with Cesar "canine cuisine." This notion provides consumer with a strong call to action and positions Cesar as a way to return love. Within three months of the campaign launch Cesar's awareness had doubled (IPSOS Tracking Study Q3) and sales share had reached an all time high of 15.2%. (IRI)

Brand: Cesar
Client: Masterfoods USA , Mars, Inc.
Agency: BBDO West
Language: English

2006 BRONZE

Spoil Your Dog Healthy

Iams successfully launched its new Savory Sauce by understanding that the consumer is first and foremost a pet parent and then surrounded the target with the idea of "Spoil Your Dog Healthy." This campaign exceeded awareness and trial goals, gained big support among core category influencers (retailers, vets and breeders) and grew the gravy category to 40 times its original size.

Brand: Iams
Client: Procter & Gamble
Agency: Saatchi & Saatchi
Language: English

2005 SILVER

Sophisticated Food for Sophisticated Dogs

In order to build a strong and loyal customer base, Cesar had to convince small dog owners, who are so into their dogs that they normally cook homemade meals for them, that Cesar was a luxury, gourmet food good enough for their dogs. The campaign combines a TV spot demonstrating the quality of Cesar Food for Dogs by making the point that it is so good you'll think it's human food and print executions that used celebrities as aspirational testimonials. Results from the campaign have been phenomenal and surpasses all goals with gross sales volume increased growth of 19%, intent to purchase at a 3% increase and an all-time high market share of 10.1%.

Brand: Cesar
Client: Masterfoods USA , Marc Inc.
Agency: BBDO West
Language: English