To achieve this we 'attacked' the Trade, which is responsible for buying for the main Friskies customers (basically supermarkets).How to make a strong impact on buyers to introduce the new range of Friskies snacks in the supermarket? The idea that we attempted to transmit revolved around the theme that dogs were going to go wild because Friskies snacks were irresistible. A box was sent, apparently damaged in an assault by dogs on the messenger. It contained an anti-dog whistle, in case they attacked again.The most relevant packs of snacks were also included, announcing the re-launch and the sales promotion that was to support sales. The aim was to clinch a visit from a Friskies sales representative.

The sales representatives clinched 100% of the visits.