The range brings specialty quality food to the grocery store, catering to the nutritional needs of dogs from puppyhood to senior years, filling a gap in the market for pet owners who want to do everything they can to give their dogs the best life possible, but don't realize that they need to feed them different foods at different ages and life stages.
The creative developed by The Works captures the different silhouettes and personalities pets exhibit at different ages, making this pet food useful throughout your pet’s life.
To align with the creative and emotional nature of the pet food category, Slingshot developed an integrated media approach that built trust, awareness and connection across TV, BVOD, OOH, branded content and social media. The campaign creates new moments of connection between pet owners and VitaPet through media, while also demonstrating Slingshot's signature Unconventional Intelligence (UI) by meeting the moments when dogs and owners feel connected but where no media form is present. To achieve this, mobile billboards were distributed to key dog ​​walking and playgrounds across the East Coast.
Slingshot and VitaPet have partnered with Nine, which is creating and disseminating content across its networks to build relationships with pet owners. The centrepiece of the Nine campaign is a four-part TV series hosted by David Campbell, featuring celebrity guests and dog owners Paul Gallen, Steph and Jan (winners of the 2023 block), Luan Sims and Belinda Russell. The show aims to highlight the incredible ability dogs have to make us better people. While everyone's relationship with their dog is different, there is a powerful emotional connection that seems to be universal. It's a love that lasts a lifetime. Dogs4Life will launch on Saturday 1st June and will air on 9 and 9Now.
Damian Pincus, creative partner and founder of The Works, said, “VitaPet is a leader in natural treats and a brand beloved by pets and their owners. Launching a high-quality dog ​​food line in grocery stores was a natural fit. VitaPet Food4Life is a great innovation in the space and we're excited to approach the launch in a new way. Working with Nine has created a fruitful partnership for the brand.”
Simon Corbett, CIO and founder at Slingshot, said: “We love working with clients who are innovative thinkers and leading their fields, and VitaPet's Food4Life is a great example of this. We're incredibly proud of the incredible collaborative work that's taken place behind the scenes to bring this campaign to life and are excited to share it with Australian dog owners.”
