City Farmers celebrates our patriotic pets with an Australia Day campaign via Groves and Groves
City Farmers in collaboration with Groves and Groves, have created an Australia Day campaign to reminds us that pets are Australian too. The radio and press campaign suggests that the Australia Day Weekend Sale at City Farmers would be the perfect way to help your patriotic pets celebrate.PLAY THE FIRST RADIO SPOT
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Credits
Client: City Farmers
Agency: Groves and Groves
Creative Director: Dav Tabeshfar
Copywriter: Dav Tabeshfar
Account Director: Elliott Woolf
Designer: Gwynneth Cavilla
Sound Design: Brad Habib
Sound Studio: Soundbyte
A really great adv.It is rare for this amount of copy to hold it's target audience and maintain a sales strategy from beginning to end .A beautiful lead copy line that was spot on for Australia Day but has a lot of mileage left for the client in terms of the Branding of City Farmers.Delightfull little images that spoke to a wide range of pet owners.
No doubt the 20percent off promotion meant keeping it under wraps to preempt the competition however store managers should have been briefed to open and display the by hand/mail enlarged laminated copies of this adv(if organised) for all staff briefing and display.I visited stores and this didn't happen.Time for marketing/ sales/ store operations to maximise every dollar spent in press and radio by more effective follow through!
However the adv itself with its empathy with the customer offers a lot of future fun yet impact-full low cost promo activity with supplier involvement.Well done to the team at Groves and Groves and to the marketing dept at City Farmers.
P.S.I loved the parrot on the Hills Hoist-how Ozy can you get ?
Agree with all Bryans comments except the radio.
Really??? Sounds like a beer commercial from the 80's on a single months dosage of valium.
Generally speaking, punters read about as much body copy as their pets.