Household & domestic

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Mars calls on brands to support wildlife projects

News • 25 June 2018

GLOBAL: Mars, the multinational food group and one of the biggest advertisers in the world, is calling on other brands to join it in a global initiative aimed at funding animal welfare and conservation projects.

PEDIGREE Child Replacement Programme

Case Study • Cannes Creative Lions, Gold, Creative Effectiveness Lions, 2018

PEDIGREE, a pet food brand, increased its sales and dog adoptions by creating the PEDIGREE Child Replacement Program, which targeted the parents of children who have left their home in New Zealand.

Central Veterinary Clinic: Pooh – The Bionic Cat

Case Study • SABRE Awards, Gold Sabre Award For Healthcare Providers, EMEA, 2018

Central Veterinary Clinic, the biggest vet hospital in Bulgaria, and Let's Adopt Bulgaria, an animal charity, launched a campaign to raise public awareness about how we treat pets.

The world's best FMCG campaigns and companies 2018

Gunn Report • Gunn Articles, May 2018

Looks into which FMCG campaigns, along with the agencies that have worked on FMCG campaigns, have performed best over the past year.

Merck Animal Health: If This Dog Could Talk

Case Study • SABRE Awards, North America, Animal Care, 2018

Merck Animal Health, an animal health company, gained share of voice and market share in the US by launching the If This Dog Could Talk campaign, which gave dogs a voice.

Whiskas Kitten Kollege: Finding a voice amidst an internet obsession

Case Study • Diana Lopes, WARC Awards, Bronze, Effective Content Strategy, 2018

Cat food brand Whiskas created a branded content platform to consolidate its position in the UK as the reference in cat care and stand out in a crowded arena.

The trap of iconic brands that may be too old for their own good

Article • Geoffrey Precourt, Event Reports, ANA 2018 Brand Masters, March 2018

Land O’Lakes, the agriculture and food company, faced the challenge of blending its proud heritage with changing consumer tastes.

Pedigree: 'Child Replacement Programme' (New Zealand)

Gunn Report • Gunn Media, 2018

Contains the creative for the 'Child Replacement Programme' campaign for Pedigree by the agency Colenso BBDO in New Zealand.

Mars Petcare builds direct relationships

News • 08 March 2018

PALM DESERT, CA: Mars Petcare, the pet food manufacturer, is constructing more direct connections with consumers as a means of transforming its business and building its brand alike.

How Mars Petcare learned to think like a direct-brand startup

Article • Geoffrey Precourt, Event Reports, IAB 2018 Annual Leadership Meeting, February 2018

Mars Petcare has moved beyond traditional means of promoting and selling products for cats and dogs in order to thrive in a changing consumer ecosystem.

Pedigree: 'Child Replacement Programme' (New Zealand)

Gunn Report • Gunn Creative, 2018

Contains the creative for the 'Child Replacement Programme' campaign for Pedigree by the agency Colenso BBDO in New Zealand.

Pets at Home: Find my VIP

Case Study • Direct Marketing Association - UK, Bronze, 2017

Pet supplies retailer Pets at Home maximised chances of lost pets in the UK being reunited with their owners by leveraging its 6,000,000 user-strong VIP app.

Pets at Home: VIP club

Case Study • Direct Marketing Association - UK, Bronze, 2017

Pet supplies retailer Pets at Home enhanced its VIP loyalty club to deliver more personalised content and strengthen its relationship with per owners in the UK.

Child Replacement Program

Case Study • Case Studies on WARC, 2017

PEDIGREE, a pet food brand, increased its sales and dog adoptions by creating the 'PEDIGREE Child Replacement Program', which targeted the parents of children who have left home in New Zealand.

Whiskas: Kitten Kollege – Using an internet obsession to change a marketing approach

Case Study • Diana Lopes, James Miller and Katie Griffiths, Account Planning Group - (UK), 2017

Whiskas, a cat care brand, stood out in the digital market by utilising popular culture and creating the 'Kitten Kollege' campaign in the UK, which taught owners about cat care and kittens about being an adult cat.

Nestlé Purina: 360° Passion: Purina's customer engagement

Case Study • Direct Marketing Association - US, Runner Up, Best Use of Email, 2017

Purina, Nestle's corporate pet food brand, launched a direct mail campaign in Italy to create more personalised interactions with its customers and obtain more valuable client data.

Pedigree India: Shape Guide

Case Study • MMA Smarties, Gold, India, 2017

Pedigree, the pet food brand, created awareness of pet obesity in India by creating an educational interactive digital video.

The Pedigree Pawsome Programme

Case Study • MMA Smarties, Silver, India, 2017

Pedigree Petfoods, the international pet food brand, used an app to encourage Indian consumers to switch to branded pet food from home cooked food for their animals.

How Black Hawk took a big bite out of the premium dog food market

Case Study • Cate Mathers, The Communications Council, Bronze, Australian Effie Awards, 2017

This case study looks at how Black Hawk, a premium dog food retailer, extended the 'real food' movement for humans to pets by using emotive creative to advertise its natural dog food to Australians.

Mars Inc (Household and domestic)

Article • Euromonitor Profiles, July 2017

This Company Profile from Euromonitor provides key details and analysis of Mars Inc, the owner of brands such as Pedigree, Whiskas, Royal Canin and Nutro & Greenies.

Mars: Pup Syndrome

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017

This case study shows how Pedigree, a dog products brand, promoted its social platform and increased brand equity in Russia by focusing on the social misconception towards people with Down Syndrome.

Nestlé Purina Pro Plan: Spread a Pawsome Joy

Case Study • Teo Hon Wui, Jeff Ng, WARC Awards, Entrant, Best Use of Brand Purpose, 2017

This case study shows how Purina, a dog food brand, created a Christmas 'doggie jingle' in order to increase brand awareness and sales in Singapore.

Drontal and advantage: The inseparables

Case Study • SABRE Awards, Gold, EMEA, Animal Care, 2017

Drontal and Advantage, two animal parasite prevention products, increased sales and market share in the UK by devising a campaign that showcased the long-lasting partnership between pets and their owners.

Banfield Pet Hospital: Pet-friendly workplace pawrometer

Case Study • SABRE Awards, Original/Commissioned Research for PR, In2 North America, 2017

Banfield Pet Hospital, a veterinary chain, boosted its thought leadership credentials with research publicised through PR and social media in Canada and the US.

Big Heart Pet Brands: Seasonal Platform Activation

Case Study • Case Studies on WARC, 2016

This case study describes how Big Heart Pet Brands responded to the discovery that pets don't get treated during cultural holidays, exploiting this gap in the market by creating great gifts for pets: treats.

What is the optimum amount of targeted advertising?

Article • Matthew Mee, Nigel Shardlow and James Allen, Admap Magazine, April 2018, pp. 10-12

Big brands have been criticised for allocating too much adspend to overly targeted digital media, but without much proof that it reaches and engages consumers, marketers might be tempted to abandon it altogether.
Ariel: Dads #ShareTheLoad

Case Study • Rajat Mendhi, Manisha Sain, The WARC Prize for Asian Strategy, Shortlisted, 2017

Ariel Matic, the premium laundry detergent brand owned by P&G, built on its previous 'Share the Load' campaign by persuading dads to do more laundry and promote gender equality.
IKEA UK: Working together to bring the wonderful everyday to life

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017

This case study shows how IKEA, a furniture brand, shifted its role among UK consumers to become an ally on their everyday furniture needs, rather that an occasional stop for cheap household goods.
Ariel Share The Load: A social movement to remove the cultural stain of gender inequality

Case Study • Cannes Creative Lions, Gold, Creative Longer-Term Effectiveness, Creative Effectiveness Lions, 2017

This case study shows how Ariel, a detergent brand, used a social campaign to engage with its Indian audience and increase brand awareness.
Ariel: Dads Share the Load

Case Study • Rajat Mendhi, Manisha Sain , WARC Awards, Gold and Longevity Special Award, Best Use of Brand Purpose, 2017

This case study shows how Ariel, a detergent brand, continued a social campaign to engage with its Indian audience about gender inequality in housework.
Ariel: Share the load

Case Study • Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2016

This case study details how Ariel, the detergent, created relevance in India by reframing the conversations, moving away from clothes stains, and focusing on the cultural stain of gender equality in the home.