Our client, raw dog food brand ProDog Raw, is all about good, honest food for strong and healthy dogs, and that’s something that has to come across in all the work we do for them. We’re tasked with getting links for the brand on relevant, high DA sites while avoiding the ‘fluffier’ side of dog-related angles as they aren’t a fit for the brand.
With this in mind, we came up with a creative campaign for Christmas 2022 that was designed to shock and inform owners about the dangers of unnecessary festive dog costumes. Inspired by Claudia Winkleman’s campaign around children’s Halloween costumes after her daughter was nearly burned a few years ago, we set out to test the flammability of dog costumes from popular retailers.
The results were horrifying…
…which from a campaign perspective was great! The costumes all ignited in seconds, with some were completely destroyed in just minutes highlighting a real danger for dogs during the festive season.
We didn’t want ProDog Raw to be the brand who stole Christmas and offered guidance onsite for people still wanting to take a festive dressed-up photo with their pet about how to do it safely. We also included expert insight from the brand’s behaviorist around stress in dogs at Christmas.
The story picked up linked coverage from sites including Wales Online, Hull Daily Mail, The Canine Times, and The Good Vet and Pet Guide, but the real success was on social media, where the video attracted hundreds of comments, shares, and reactions within hours of posting. Most importantly we received messages from pet owners who, after seeing the campaign, had made the decision not the dress their dog up at Christmas any more, proving ProDog Raw had delivered true behaviour change with this story.
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