Brand Tracker

Welcome to the automated Brand Tracker diaries.

Global

Cat Affection with Money Back Guarantee, Promises SHEBA

Brand: SHEBA

Campaign: Ignored to Adored

Source: https://www.media-marketing.com/vijesti/macija-naklonost-uz-povrat-novca-obecava-sheba/

Goal: Encourage cat owners to feed their pets more often.

Claim: Increased affection from your cat after feeding them SHEBA.

Media: Social media and local media

Summary: SHEBA's campaign 'Ignored to Adored' aims to increase customer loyalty among cat owners by promising greater affection from their cats after feeding them SHEBA products. The agency AMV BBDO developed the humorous campaign to address the common concern among pet owners about whether their cats love them. Featuring celebrities like Haley Lu Richardson and Sharvari, the campaign uses relatable humor and educational content around pet behavior to strengthen the bond between owners and their cats. It also emphasizes adapting to local markets and includes various promotional offers.

Portugal

The Max & Mila’s World Dog Walk

Brand: Lidl

Campaign: Max & Mila’s World Dog Walk

Source: https://www.imagensdemarca.pt/artigo/a-caominhada-do-lidl/

Goal: To celebrate the launch of a new pet food brand and support animal protection associations

Summary: The ‘Max & Mila’s World Dog Walk’ organized by Lidl brought together over 300 families and pets in the Jamor area. The event was aimed at celebrating the new pet food brand and also presented the results of the ‘Pa-Tudo’ solidarity project, which has raised over 270,000 euros distributed to more than 50 animal protection associations, highlighting Lidl's commitment to animal welfare.

animal welfare community event pet food

Portugal

Lidl, a Shopping Cart Full of Projects for Pets

Brand: Lidl

Campaign: Max & Mila’s World Launch and ‘Pa-tudo’ Project

Source: https://www.imagensdemarca.pt/artigo/lidl-um-carrinho-cheio-de-projetos-para-animais-de-companhia/

Goal: Launch a new pet food brand and support animal welfare

Claim: High-quality pet products at affordable prices

Summary: Lidl launched its new pet food brand, Max & Mila’s World, during a family event called 'Cãominhada', which brought together around 300 families and their pets. The event highlighted Lidl's commitment to the growing pet food segment and featured the announcement of results from the charity project 'Pa-tudo', which raised €270,000 through reusable bag sales for animal welfare associations caring for approximately 12,700 animals nationwide.

animal welfare charity Lidl pet food

Portugal

FRISKIES marks over 35 years in Portugal with rebranding and new campaign led by consumers…

Brand: FRISKIES

Campaign: Meu FRISKIES

Source: https://www.imagensdemarca.pt/artigo/friskies-assinala-mais-de-35-anos-em-portugal-com-rebranding-e-nova-campanha-protagonizada-por-consumidores-reais/

Goal: To enhance communication and highlight real pet owners' testimonials.

Claim: Quality nutrition without compromises.

Media: television, connected TV, social media, billboards

Summary: FRISKIES, a brand of Purina with over 35 years in the Portuguese market, launches the 'Meu FRISKIES' campaign as part of its recent rebranding. The campaign focuses on real pet owners, using a 'selfie' format to share why they choose FRISKIES, aiming to connect authentically with families. The initiative seeks to democratize access to quality nutrition for pets while reinforcing the brand's role in daily family routines.

consumer testimonials pet food rebranding social media

New Zealand

Skipper Launches Beauty Campaign for Pets

Brand: Skipper

Campaign: Beauty Campaign for Pets

Source: https://stoppress.co.nz/campaigns/skipper-launches-beauty-campaign-for-pets-via-motion-sickness/

Goal: Encourage pet owners to feed their pets for more than just sustenance

Claim: Inside beauty visible on the outside

Media: Digital, social, and out of home channels

Summary: Motion Sickness has launched a beauty campaign for Sealord’s new fish-based pet food brand, Skipper, emphasizing the visible signs of a pet’s overall health. The campaign promotes a sustainable initiative that uses unused fish products to create nutritionally complete pet food, aiming to challenge norms in the pet food category while providing unique and engaging content across various media channels.

pet food pet health sustainability