Agency HeyHuman has developed a strikingly original campaign for natural pet food brand Natures Menu, which turns traditional pet food communications on its head. To demonstrate this in a memorable and effective way, HeyHuman has built an installation at Cruft’s of a giant 4m tall Poo Bag drawing attention to the campaign.
The idea behind the Poo Bag Challenge is picking up dog poo that is smaller, firmer and less smelly and much less of a challenging experience for dog owners.
Brand ambassadors will hand out free samples of Natures Menu products, as well as leaflets which inform pet owners about the practical benefits of switching to raw pet food products. The aim of the campaign is to encourage people to change their pet feeding behaviour by showcasing a benefit to the owner, as well as their pets.
Visitors will also be able to sign up for a free trial of Natures Menu products via a microsite which they can access during their visit, or online at a later point.
The campaign complements the launch of the new Natures Menu masterbrand, which has been executed by HeyHuman. The agency was tasked with redeveloping Natures Menu’s brand strategy, positioning, tone of voice, and design across the entire product portfolio.
James Langan, commercial director at Natures Menu, says: “With an event as big as Cruft’s, we needed to deliver an activation which would really stand out from the crowd. The Poo Bag Challenge is not only a great way of launching the new masterbrand, but is also a fantastic way for us to champion the practical benefits our products offer to dog owners.”
Liz Richardson, managing partner at HeyHuman adds: “The pet food industry is innovating at a rapid pace, with new products being regularly introduced into the market. Natures Menu has always been a pioneer in producing quality, raw pet food, and it was key to ensure that the brand didn’t get lost in this increasingly competitive climate.
“Traditionally, pet food campaigns talk about the benefit the food has to the pet (shinier coats, better digestion, more vitality and so on) but rarely do they mention the tangible benefits to the owner. We wanted to flip this thinking on its head, and create a campaign which would really stand out at Cruft’s.”