Campaign details

Brand: Cesar
Brand owner: Mars
Lead agency: AMV BBDO
Contributing agencies: MediaCom
Country: Global
Industries: Petcare
Media channels: Competitions & contests, Online display, Online video, Point-of-purchase, in-store, Public relations, Social media, Word of mouth, influencers
Budget: 1 - 3 million

Executive summary

As one of many pet care brands in Mars Inc's global portfolio, Cesar has to internally compete for advertising and promotional investment.

With the cost of broadcast reach inaccessible for most markets, and with a limited pot of cash to do everything, the brand needs communications to support it. We needed an idea that could run through multiple channels, across multiple markets, with varying levels of investment, whilst also achieving both saliency for the brand and visibility at point of sale (POS).