Judge's comments:

A really fresh and original take for the pet food category, a category that really needed a good shake up. Full of moments of joy and surprise and delight while being such a great piece of graphic design. You can’t help but smile.

Description:

After working with NZ pet food disruptors Animals Like Us to develop their brand identity, we leapt at the chance to create a direct mail promotion.

The product had to feel fun and memorable and drive organic interaction and enthusiasm from both pets and owners. As passionate dog lovers ourselves, we knew the barriers posed when introducing new foods for fussy pets. Getting tails wagging and pet parents happy with a fun promotion was our challenge.

With a concept of “Welcome to the Pack”; we re-imagined the goofy, grinning Animals Like Us dog character as a 3D fold out pack that could double as a feed station, dog box or even a canine sunbed. While functioning as a package for the product inside, when opened it transforms; with dog ear shaped tear strips, simple illustrations of cute paws and a wagging tail bringing the yellow pup to life.

Animals Like Us was born from the belief that pets are animals like us and deserve the same amount of respect, well-being and nutrition as humans. The pack needed to communicate the ALU attitude of joyful fun and spark real engagement with passionate dog lovers on social media, with a tactical goal to inspire owners to give the high quality food a try.

The activation generated a huge amount of engagement and buzz for ALU on social media, with an adorable amount of doggie unboxing moments and cute canine content. The “Welcome to the Pack” promotion helped extend the ALU brand identity and increase their perception as true innovators in the pet food game.