Stella & Chewy's and its agency Haberman are pivoting away from traditional dog food creative that typically features real animals by introducing black-and-white animated illustrations for the "A Kibble Above" campaign. The creative supports the pet food brand's two new products - Raw Coated Kibble and Raw Blend Kibble - through whimsical illustrations and an educational voiceover discussing the product's healthy ingredients. The spots end with the tagline, "The only Kibble that is good for your dog as you are."
The campaign kicks off with digital videos and native advertising running on Hulu and sites like Bon Appetit, Eating Well, Self, Epicicurious, among others, through October 12.
An online contest launching Aug. 1 will be promoted on the brands social channels. Consumers are invited to share stories about how they "go above and beyond for their dogs" by creating an original post on Instagram and Facebook, using the hashtag #akibbleabove for a chance to win a grand prize of a year’s supply of Stella & Chewy's and a custom illustration of them and their dog. Three additional winners will receive a six-month supply of dog food.
The campaign will be supported with social and influencer partnerships as well as PR efforts.