Paws for thought
With a significant growth in spending on pet food over the past five years – up by 37% since 2011 – Wild West had been strategically seeking a pet food brand, and was delighted to begin work this summer with Forthglade, a manufacturer of 100% natural dog food based in Devon.
Entering a new comms category is never a simple decision, but by ensuring a sound strategy and strong creative, our story-telling team simply had to bring it to life through their media skills.
Building on Britain’s love affair with pets, alongside a never tiring passion for food, we capitalised on the human trend of clean eating with ‘Clean Eating for Dogs’.
Recruiting new brand ambassadors – a playful pair of cocker spaniels called The Houndsley Brothers – we used eye-catching photography, distinctive dog food recipes, industry experts and real life case studies (see the behind the scenes video from our photoshoot below). We also collaborated with brand partners including Hiro + Wolf dog collars and Cornishware.
Working closely with our in-house design team, we turned the assets into a fantastic downloadable booklet to be used as a sales and marketing tool, supporting Forthglade’s many consumer events. Clean Eating for Dogs is everything Forthglade stands for – and our job was to capture its essence in an outward facing consumer message.
While the campaign is still in its infancy, we have already secured 1.2M opportunities to see and a Smart Media Index score of 2,700, thanks to quality features in the likes of Instyle (MUU 640K), LandLove (MUU 42,000) and Town & Country (MUU 760K); underpinned by news content including BT.com (MUU 8,700,000), Yahoo (MUU 42,700,000) and International Business Times (MUU 30,000,00). Complemented with a social campaign, we’ve had tweets from Kate Humble, the health editor at The Metro, fashion features editor at Instyle and an Instagram from OK magazine (to name just a few) all using our campaign hashtag – #cleaneatingfordogs – and/or including the @Forthglade social handle.
Watch this space as the campaign continues.
Houndsley & Houndsley - Behind the Scenes
Words: Georgie Upton