We utilised the insight of a dog’s instinct to bury and dig up its favourite food. We buried a delicious variety of different flavoured Alpo sample packs in a dog park and allowed dogs to follow their instincts, revealing the flavour that appealed most to them. We targeted our audience directly, in a place familiar to them - dog parks, where they love to go for exercise, to unwind and interact. So by using this simple insight, in the right place at the right time, we were able to interact with the largest possible number of dogs and their owners, with each activation. Allowing our target market to sample our product and tell their owners what their favourite flavour of Alpo dog food is

We sampled 1.5 tons of product. What started as a small sampling exercise as per client’s request, was a colossal success.

We collected a database of more than 1,600 dogs' details as well as their owners’ - in a matter of 8 hours, on the first day of activation alone. A particular joy for the client, as they’d never had a database before.In short, the results exceeded the Brand Managers’ expectations - over 2,000 packs were sampled on the first day of activation alone and sales increased by 36% in stores around the area we activated in.