Generally, pet food messages are pretty formal based on nutritional values, high quality of the product and an expert’s endorsement. FROLIC is different. It is the only pet food recommended by the consumers, the dogs, with a simple and clear message: simply delicious.Creativity was designed specifically for the phone booths. Simply Delicious, was backed with the image of healthy dogs having fun. Again, this positioning and message could never be followed by our competitors.

The rise in sales and awareness was above expectations. Market share uplifted + 1.5 points, going from 0.7% before campaign to 2.2% after it. Advertising recall rocketed after exposure, index was above 50%. Figures were provided by our client.