Mars Petcare drew on the power of experiential marketing to launch CRAVE, its new ancestral pet food range, on the last weekend in March.

The two-day activation, designed and delivered by experiential marketing agency N2O, invited Tesco customers to ‘go wild on safari’ as it introduced CRAVE’s natural pet food credentials.

Customers at Tesco’s New Malden and Dudley stores followed a trail guide through the immersive safari dome, collecting pawprint stamps, identifying wild animal sounds and learning about CRAVE along the way. The adventure culminated in an augmented reality (AR) experience, where customers could ‘go wild’ as they saw themselves transformed into a tiger, lion or giraffe.

By rewarding customers who completed the scavenger hunt with a free sample to take home, and the opportunity to win a year’s supply of CRAVE, the activation prolonged customer engagement with the brand.

Mars Petcare is drawing on a full complement of marketing disciplines to ensure its new ancestral pet food range, CRAVE, makes a splash in the UK market. CRAVE’s grain-free meals for adult cats and dogs are high protein and contain a minimum of 60% animal sources – messaging which has been powerfully brought to life through this experiential marketing activation.

Charlotte Pask, Senior Brand Manager at Mars Petcare, said: “I’m excited to explore the potential of experiential marketing to tell CRAVE’s brand story. CRAVE is inspired by the food that wildcats and wolves would naturally eat in the wild, combining high quality ingredients and high animal content to offer pets a diet that’s truest to their ancestral roots. This tangible, sensory experience is the perfect way to allow customers to connect with the wild themselves.”

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Brand experience agency, The Brave Few, recently brought healthy dog food start-up, Different Dog, to pet trade show PATS at Sandown, on 10th and 11th February 2019.  

Different Dog is the first pet food company to hand cook different recipes each week, sourcing fresh human-grade produce and seasonal ingredients. With dishes including Lamb Hotpot, Comforting Chicken and Keep Me Trim Turkey, the brand caters for dogs of all sizes and ages, following the premise that dogs deserve a quality, nutritionally balanced dinner as much as the rest of the family.

To showcase Different Dog’s emphasis on natural, fresh ingredients tailored to dogs, The Brave Few have worked with the Different Dog team to create a ‘pet food first’, live cookery demonstration, showing just how much care and quality goes into every batch.

“We love working with start-ups who are doing things differently” said Maria Sze, MD, The Brave Few. “The Different Dog team invited us to their kitchen and shared their ‘Cook for your Dog Night’.  We thought it was a brilliant way to bring the natural Ingredients and cooking experience to life so we’ve helped them develop the event so they can take it to the trade at PATS and then to multiple consumer (and dog) events throughout the summer. ”

“The Brave Few have helped us bring Different Dog’s healthier dog food experience to life,” said Charlie Thurstan, MD, Different Dog.  “Our aim is to turn conventional pet food upside down – what better way to disrupt than a dog food cookery demonstration at a trade show.  We’re excited to bring our tasty, nutritional product to a broader audience in the coming months.”

In addition to PATS, Different Dog will be attending London Dog Week and Dog Fest this summer.

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