Dog food brand Naturo is launching its largest campaign to date, focusing on the fact that while dogs might not care about what ends up in their stomachs, their owners certainly should.
Developed in partnership with London agencies VCCP Media and Girl & Bear, ‘Dogs don’t care what they eat, Naturo do’ is centred around a 20-second hero clip that sees a refreshingly honest Jack Russell admit that he’d much prefer eating the remote than any real food.
Running across across TV, broadcaster video-on-demand, social media and digital, the campaign will look to drive national awareness for the brand via a media strategy curated by VCCP Media.
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“With a new look freshly launched across our Naturo Natural Pet Food range, and over 52 years’ experience in the industry, our aim is to build brand awareness of our natural, nutritious and delicious food that pets love,” Naturo senior marketing manager, Eva Mooney said.
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“We felt that VCCP’s creative approach, planning, and importantly their understanding of us as a brand and company, really stood out in the pitch process. We’re looking forward to seeing what we can achieve together.”
The campaign marks VCCP Media’s first work for Naturo since securing its account earlier this year, and aims to be ‘deliberately disruptive’ by not focusing on quality or any purported health benefits.
VCCP Media chief planning officer, Simon Jenkins added: “We wanted to rise above the canine clutter with a memorable, brave, ‘challenger’ campaign that gets to the right pet parents, and gets them thinking about Naturo’s pet food.
“We’ve ensured Girl&Bear’s stand-out creative will cut-through with smart data-powered targeting and disruptive media behaviours across the funnel.”
