Ogilvy & Mather Sydney’s latest campaign to launch new treats brand RUFFS for Purina

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ruffs2.jpgOgilvy & Mather Sydney has developed a new series of TVC’s for Purina Australia to launch its new treats brand, RUFFS.

The TVC brings to life the different, funny and manipulative tactics dogs employ to get their owners to give them a treat. The TV campaign builds upon an already incredibly successful product launch, through outdoor, print & digital.

Every dog owner will relate to how their pooch can use their doggie wiles to get almost anything through guilt, cuteness, perseverance or invasion of personal space.

Says Ogilvy & Mather, business director, Nathan Quailey: “When the Purina team first briefed us on the opportunity to launch a new treats brand we were obviously pretty excited. It’s not often you get the opportunity to introduce a new brand to any market let alone a category with a lot of emotional appeal such as pet treats. The campaign and indeed the brand’s point of view is that treats are not just about a reward, anytime is an opportunity to treat your pet, just for being in your life.”

Nicole Battistessa, head of grocery at Purina added:  “Treat time can involve play, exercise, learning, relaxation and any number of other good times with your pet. It’s a chance to interact one-on-one with your special four-legged family member. In short, you feed your pet because you need to, but you treat your pet because you want to! Our new RUFFS brand of Doggishly Good treats has been developed from the ground up and is already making a huge impact on the market. We’ve launched with an aggressive campaign of print, outdoor, digital and TV advertising with a strong focus on sampling and customer engagement. The TVCs are a major part of the launch, and are already getting some excellent feedback on our Facebook page, with respondents commenting that the ads remind them of what their own dogs do. That’s a pretty good sign that the Ogilvy campaign has really tapped into something special with the pet-owning public.”

The TVC will air from April 1 to compliment the outdoor, digital and in store activity that was launched early this year.

Credits:

ECD – Brett Howlett

CD/Writer – Jo Sellars,

Art Director – Peta McDowell

Agency Producer – John Lamble

Production Co. – Film Construction

Director – Dave Woods

Producer – Warwick Boulter

Sound – Nylon

Post – Frame Set Match