To raise awareness, drive trial and engage large numbers of dog owners and their dogs with the BENEFUL Brand. To bring to life BENEFUL’s core brand value of “Play – it’s good for you”.
The creation of a BENEFUL play-gility event roadshow travelling to dog parks and doggie hot spots all around the country to bring fun and play to dogs and their owners. THE IN GROUP organised dog-loving brand ambassadors to travel NZ in the BENEFUL Play truck giving out product samples and a multitude of giveaways including tennis balls, ball chucker’s and dog toys.
Recruitment of dog loving Brand Ambassadors to travel with the truck around the country for 6 months.
Development and rollout of a comprehensive activity schedule including being part of existing events, creating our own events and guerrilla activity.
Development of customised BENEFUL dog agility course, doggie carnival cuts outs and doggie dress ups to set up at each event.
Running events and sampling activities and giving our brand reminders
Managing all logistics and stock/giveaways for the duration of the campaign.
Maximising each event for integration of PR and social media.
This campaign is still running but we have had great engagement with dogs and their owners so far.
Weekly photos are being posted on the Purina NZ Facebook page which has led to an increase in social media traffic and activity.