Ivory Coat's 'For pets as healthy as you' via The Royals

9 May 2022

Creative Agency: The Royals

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If they were a dog or cat, they’d probably eat Ivory Coat.

Australian-made natural pet food brand Ivory Coat has unveiled ‘For pets as healthy as you’ via creative agency The Royals.

The campaign demonstrates the benefits of a naturally nutritious diet in a way pet owners fully understand through making the simple point: If they were a dog or cat, they’d probably eat Ivory Coat.

The Royals executive creative director Sebastian Vizor said: “The pet food market is hugely competitive and the advertising mostly generic, and we were determined to bring a fresh approach to the task of getting Ivory Coat in more dog and cat bowls across Australia.”

Josh Wheeler, marketing manager, Dog Portfolio at Ivory Coat, said: “We loved the idea of showing the benefit of Ivory Coat’s Australian heritage and natural ingredients from a human perspective, and it was the reason we awarded the business to The Royals.

“For pets as healthy as you’ is a strong, simple idea that communicates Ivory Coat’s brand benefit in a clear yet unexpectedly bold way.”

‘For pets as healthy as you’ broke on Sunday May 8 and is running across Social, print, OOH, PoS, digital and PR, including tactical executions in print and digital.

Campaign: “For pets as healthy as you”
Client: Real Pet Food Company – Ivory Coat
Marketing Manager, Dog Portfolio: Josh Wheeler
Brand Manager, Ivory Coat: Connie MacLulich
Creative: The Royals
Director: Justin McMillan
Production Company: Filmgraphics
Executive Producer: Anna Fawcett
DOP: Matt Toll
Sound design: Sonar Music
Head Of Sound: Timothy Bridge
Offline: The Institute of Post
Editor: Michael Houlahan

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