Dog Chow is one of Nestlé Purina’s leading dog food brands. Very popular in the US, it was starting to struggle in the UK (where it’s known as BETA) and Europe. So they decided to relaunch it. With new packaging, a new big idea and a new campaign.

 

Our target audience are proud to own a proper dog’s dog, not a dog that’s treated like a surrogate child. For them, being a responsible owner means giving your pet an outdoors focused life where they can do what they naturally love. Where they get time each day off the leash to shake, roll, dig, splash, taste, run and jump as if it was the very first time.

 

So we set out to empower owners to celebrate and share the true nature of their dogs with a socially-led campaign that puts what we call #realdogs front and centre.