Central Garden & Pet Company is launching its first national ad campaign for AvoDerm Natural in a bid to grab a bigger share of the increasingly competitive natural pet-food category.
Developed with agency Smith Brothers Agency (SBA), the "Pet People Get It" campaign is designed to appeal to the core target’s tendency to humanize their animal companions with creative that features humans with dog or cat heads. They’re seated and eating a bowl of the pet food, more or less like humans would while talking up the product.
SBA partnered with Animal, a Pittsburgh-based
production team with professional animal talent experience, to produce the 30-second online video. A behind-the-scenes video further explores working with pet
wranglers and animal talent.
The initiative includes social media with Facebook and Instagram, point-of-sale material at pet specialty retailers, search display, digital banners, as well as media planning and buying, and analytics and optimization services.
“As a challenger brand, Avoderm knew that if their advertising went unnoticed, everything else would be academic,” says Michael Bollinger, president, SBA.
SBA first began work with the client last November.
The agency conducted research to reveal increasing consumer interest in natural pet food that reflects a healthy human diet and incorporates ingredients, like avocados. Thus the creative was designed to stand out in a category saturated with attractive dogs in outdoor environments.
Founded in 1980, Central Garden & Pet Company markets products in the lawn & garden and pet supply categories. Pet-related sales were nearly $1.1 billion in fiscal 2016.