Dog snacks are bought as a complementary foodstuff, normally as a reward for the animal.

This is the biggest growing sector in the pet food market, so Friskies decided to take advantage of this to re-launch their snacks range through a promotional campaign.The main aims of the action were to announce the re-launch of the snacks, increase sales and strengthen distribution in supermarkets. To achieve this we had to attack two types of consumer with very different buying behaviour and motivations: the Trade, responsible for distribution buying (100 contacts); and the end buyer of these products in the supermarkets.

Dog owners have a tendency to talk about their pets’ skills. For this reason the campaign is based on emotional ties, making the pet 'an instant celebrity'.The first campaign input was received by the Trade: a box damaged by dogs that attacked the messenger, presenting the range of products and the sales promotion.Owners had to send three proofs of purchase along with the best photos of their dogs to enter the contest and a jury would choose the three best dogs. The winners appeared on TV pet programmes and received a set of Friskies products.A response accelerator was created: the first 1,500 owners that sent us fun photos of their dogs obtained the 'Title of Fame', imitating the Hollywood 'Wall of Fame', personalised with the name, breed and actual paw prints of their pets.

The Trade channel was 100% effective in clinching visits and 3,212 people took part in the sales promotion.