Ivory Coat launches new integrated ‘For pets as healthy as you’ campaign via The Royals

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When it comes to human food, people understand that raw natural ingredients lead to a healthier lifestyle. So what better way to get the message across of why Ivory Coat is good for pets than showcasing the performance of naturally fit adults and children thriving – and making the simple point: If they were a dog or cat, they’d probably eat Ivory Coat.


Rather than conform with category conventions, and showing dogs running or cats leaping, The Royals’ first campaign for the Australian-made natural pet food brand Ivory Coat demonstrates the benefits of a naturally nutritious diet in a way pet owners fully understand.

Titled “For pets as healthy as you”, the integrated campaign broke on Sunday 8 May and is running across Social, print, OOH, PoS, digital and PR, including tactical executions in print and digital.

Says Sebastian Vizor, executive creative director, The Royals: “While we love cute cat videos and pictures of adorable dogs as much as the next pet lover, we chose to leave them out of our campaign as a way of cutting through the category conventions. The pet food market is hugely competitive and the advertising mostly generic, and we were determined to bring a fresh approach to the task of getting Ivory Coat in more dog and cat bowls across Australia.”

Says Josh Wheeler, marketing manager, dog portfolio at Ivory Coat: “We loved the idea of showing the benefit of Ivory Coat’s Australian heritage and natural ingredients from a human perspective, and it was the reason we awarded the business to The Royals.

“Our mission is to deliver better nutrition and a healthier lifestyle for Australia’s pets through naturally Australian, high-quality and naturally nutritious pet food made from Australian meat and superfoods made right here in Australia. ‘For pets as healthy as you’ is a strong, simple idea that communicates Ivory Coat’s brand benefit in a clear yet unexpectedly bold way.”

Campaign: “For pets as healthy as you”
Client: Real Pet Food Company – Ivory Coat
Marketing Manager, Dog Portfolio: Josh Wheeler
Brand Manager, Ivory Coat: Connie MacLulich
Creative: The Royals
Director: Justin McMillan
Production Company: Filmgraphics
Executive Producer: Anna Fawcett
DOP: Matt Toll
Sound design: Sonar Music
Offline: The Institute of Post
Editor: Michael Houlahan

Ivory Coat launches new integrated ‘For pets as healthy as you’ campaign via The Royals Ivory Coat launches new integrated ‘For pets as healthy as you’ campaign via The Royals