Premium pet food brand Natures Menu has released an upbeat, informative series of online videos to promote its popular Poo Bag Challenge. Created by transformative communications agency HeyHuman, the collection of short clips will run across YouTube, paid search, ecommerce and social. The campaign looks to acquire new customers by focusing on the benefits of a raw diet.
The idea behind the Poo Bag Challenge is informed by HeyHuman’s focus on behavioural insight. The agency discovered that one of the worst things about owning a dog is picking up their poo. Yet picking up dog poo that is smaller, firmer and less smelly makes things much easier 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. The challenge calls on pet owners to feed Natures Menu to their dogs for seven days and see the difference themselves.
The work comes off the back of Natures Menu’s recently revamped direct-to-consumer Home Delivery offering, which convinced 87% of new Natures Menu customers to continue buying from the brand once the height of the coronavirus pandemic had passed. This drive towards the DTC service is demonstrated through the creative, with a 20% discount call-to-action.
The Poo Bag Challenge comprises six-second, thirty-second and two-minute clips. The first two are brief, playful shorts filled with dogs running with reckless abandon; the longer clip is a more in-depth, educational video of expert content, explaining the benefits of Natures Menu’s raw diet – and how those smaller, less-smelly poos are a blessing for dog owners worldwide.
The strategy, positioning and tone of voice were all developed by HeyHuman, using behavioural insight to gauge how to talk to pet owners about the best way to feed their dogs, so that cleaning up after them becomes a whole lot easier. It follows in the footsteps of the original Poo Bag Challenge, which launched in 2019 with a four-metre-tall poo bag at Crufts.
James Langan, managing director at Natures Menu, says: “The original Poo Bag Challenge was a huge success, and given the drive around our DTC service, we wanted to give pet owners something to smile about during this truly unique time in history. HeyHuman’s latest iteration of the challenge is packed with the same light-hearted, informative content that made the first one so successful, and does a superb job in championing the practical benefits of our products to consumers.”
Liz Richardson, MD and partner at UK transformative communications agency HeyHuman, adds: “Natures Menu has always been a pioneer in producing quality, raw pet food, and the success of its DTC offering during the pandemic proved that customers value their pets’ health, lockdown or not. Being able to demonstrate the practical benefits of Natures Menu, for both owners and furry ones, is something we’ve been able to hone with behavioural insight – it really shines through in the Poo Bag Challenge.”