THE CHALLENGE
Butternut Box wanted to highlight the quality of its dog food against the cans in supermarkets between the bin bags and bleach. We needed to create a news generating consumer experience that would bring this to life.
THE IDEA
Our research showed that people don’t understand what is in their dog’s food but care deeply about the quality of the food they feed their pup.
So, we created the first ever edible ‘Bowlboard’, a billboard packed with all of the real ingredients – that you can see and say – that make up a Butternut Box meal.
It came to life in one of London’s top dog walking parks with tasting stations for pups and a pack of doggy content creators on hand to try them out.
The campaign:
➤ Delivered blanket national coverage including the Independent, Express, Sun and Star – with 90% of the online outlets featuring the branded campaign video.
➤ Was covered by London Live on the 6pm news show
➤ Won industry acclaim in PRWeek and Pet Gazette
➤ Showed measurable results for brand exposure – Google searches for Butternut Box increased 67.3% compared to the previous month.
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