Behavioural communications agency HeyHuman and Natures Menu have developed a strikingly original campaign for premium natural pet food brand Natures Menu which turns traditional pet food communications on its head.
The idea behind the Poo Bag Challenge is that picking up dog poo that is smaller, firmer and less smelly and much less of a challenging experience for dog owners. And that is what happens when a dog’s diet is based on mainly raw foods like those manufactured by Natures Menu.
To demonstrate this in a memorable and effective way, HeyHuman has built an installation at Cruft’s of a giant 4m tall Poo Bag drawing attention to the campaign.
Brand ambassadors will hand out free samples of Natures Menu products, as well as leaflets which inform pet owners about the practical benefits of switching to raw pet food products. The aim of the campaign is to encourage people to change their pet feeding behaviour by showcasing a benefit to the owner, as well as their pets.
Visitors will also be able to sign up for a week-long free trial of Natures Menu products via a microsite which they can access during their visit, or online at a later point. The Cruft’s activity is supported by a social campaign.
The campaign complements the launch of the new Natures Menu masterbrand, which has been executed by HeyHuman. The agency was tasked with redeveloping Natures Menu’s brand strategy, positioning, tone of voice, and design across the entire product portfolio,
The redesign followed an intensive research period into the pet food category by HeyHuman. Using its dedicated neuroscience team and in-house expertise, HeyHuman identified the need to reduce the cognitive load in Natures Menu’s existing on-pack communications, so that it would cut through on-shelf in a very competitive retail environment, as well as ensuring there was coherence across the portfolio.
James Langan, commercial director at Natures Menu, says: “With an event as big as Cruft’s, we needed to deliver an activation which would really stand out from the crowd. The Poo Bag Challenge is not only a great way of launching the new masterbrand, but is also a fantastic way for us to champion the practical benefits our products offer to dog owners.”
“The pet food industry is innovating at a rapid pace, with new products being regularly introduced into the market. Natures Menu has always been a pioneer in producing quality, raw pet food, and it was key to ensure that the brand didn’t get lost in this increasingly competitive climate,” adds Liz Richardson, managing partner at HeyHuman.
“Traditionally, pet food campaigns talk about the benefit the food has to the pet (shinier coats, better digestion, more vitality and so on) but rarely do they mention the tangible benefits to the owner. We wanted to flip this thinking on its head, and create a campaign which would really stand out at Cruft’s.”