Chum is a great value dog food that hasn’t advertised in Australia since a series of memorable TVCs in the late 1980s.

In the financial crisis of 2009, we identified the opportunity to re-ignite latent memories for this value brand. Interestingly, in the Dog Food category, most brands communicate how delicious and premium they are. Taking a closer look at dogs, we stumbled upon the insight, it doesn’t take much to please a dog, they’re just happy being dogs.

We evolved this insight to writing the thoughts of what a dog thinks about daily. ‘Premium’ was not one of those thoughts.

MVO: Shotgun. Ha ha, shotgun, yeah I called it. I’m in the front seat. I’m in the...SFX: Car door closesMVO: Okay I’m in the back seat. That’s fine. I did call shotgun but who cares. I’m in the back seat. Oh boy here we go. Here we go. Put my window down. Window!SFX: Electric window goes downMVO: YES! The window's down. Daaahhhhhhhhhh ahhhh. (Coughing) Oh, that fly was massive!ANN: It doesn’t take much to please a dog, especially when Chum’s such great value.Chum. So chumpy you can carve it.