Our idea is based on 2 insights. 1: Dogs are treated as family. Owners choose brands based on their dogs’ love for the food. If they don’t finish their food, owners assume the dog doesn’t enjoy the product and switch brands.2: Dogs love to bury their favourite food and dig it up again. So we created the world’s first billboard for dogs. We buried punched Alpo packs within a billboard, then placed it in dog parks. Dogs picked up the delicious scent then did what comes naturally - dig. Revealing to their owners what flavour of Alpo they loved.

We used 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.