Ivory Coat challenges dog owners to pick the right food for their dogs

7 September 2020

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The Idea Shed launches Feed Them Right campaign.

The Real Pet Food Company and independent integrated agency, The Idea Shed, want people to stop and think about what they are feeding their dogs.

Every dog is different and so are their needs, are they doing the right thing by their pet?

To bring this challenge to life the agency has created a bold campaign encouraging owners to question their current choice of pet food.

This new campaign, Feed Them Right, will introduce Ivory Coat’s bespoke Food Check, an interactive tool that creates a personalised feeding guide for dog owners.

Once completed online, the Food Check encourages owners to examine their current choice of pet food and suggests products from the Ivory Coat range.

“People are confused about what food to feed their pet. Over 50% of pets are overweight or obese and we have developed the Food Check calculator to help people understand what food is right for their pet," Real Pet Food Co digital producer Kate Clarke says.

"We collect information based on their pets age, breed, size, lifestyle and weight, and provide a recommended feeding guide. In conjunction with the The Idea Shed, we worked together to seamlessly bring the campaign to life."

A full TTL campaign has been developed in two stages.

To begin with, the ‘Ivory Coat Dog Search’ took place – a social recruitment drive to find real Australian dogs that love Ivory Coat to feature in the campaign.

The chosen dogs are also featured in unique pet profiles on social channels and Ivory Coat’s website.

Following this ‘Feed Them Right’ was brought to life in a hero 15-second TVC as well as through digital, social and in-store channels, all linking to the calculator and ultimately encouraging owners to make the switch.

“We are so excited to see the Ivory Coat Feed Them Right campaign reach our consumers," Real Pet Food Co shopper marketing manager Cheryl Griffin says.

"The Idea Shed have delivered a strong multi-channel approach which we know will help reach as many dog owners as possible with this tailored feeding plan."

The creative takes a real and honest approach to celebrate the beautiful differences found in all dogs.

“This campaign has been a great opportunity for us to own the creative product throughout the full path to purchase – TVC through to the last three feet in store," The Idea Shed director John Volckman says.

"It’s great working on a brand which has serious ambitions and we are excited to get stage 1 of Feed Them Right into market and look forward to taking this platform into future work.”

The campaign launched on August 30 through TV, print, in-store, digital and social media.


The Idea Shed

Executive Creative Director: John Volckman
Strategy Director: Eryl Thomas
Digital Director: Adrian Moore
Client Services Director: Karin Andreasson
Art Director: Mike Avery
Senior Account Manager: Christine Kynoch
Account Executive: Mia Gall
Producer: Dale Bennetto

Agency Partners:

Avenue C – Media Agency
Business Director: Rosy Zhang
Managing Director: Hugo Cutrone

Clockwork Films – Production Company
Heath George – Executive Producer
Damien Whitney – Executive Producer
Richard Weinstein - Photographer

Real Pet Food Company
Head of Marketing ANZ: Jackie Wilson
Digital Producer: Kate Clarke
Shopper Activation Manager: Cheryl Griffin

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