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Dog food good enough to eat for Butternut Box
Client: Butternut Box
Sector: Consumer
Home Lifestyle

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.

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 – they 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. London Live covered the activation on the 6pm news show and it won industry acclaim in PR Week and Pet Gazette. Google searches for Butternut Box increased 67.3% compares to the previous month.