Mars Petcare’s Optimum pet food brand has launched a new integrated campaign via Clemenger BBDO Melbourne to celebrate the launch of its Kittens & Cats range and reinstate its premium pet food credentials.
The launch of the ‘Lucky You Do’ brings the brand back to their roots and reinstates the platform of Nutrition for Life. The work taps into the insight that although pets don’t always know what’s good for them, Optimum does – having spent years developing perfectly tailored nutrition options for all types of cats and dogs.
The launch films feature a range of cats and dogs on-screen, coupled with voiceovers that bring to life the nutritional benefits for different health concerns, from furballs, to firm stools and beyond.
Says Miguel Rivera, portfolio manager, Mars Petcare: “Optimum is a heritage brand in the pet food category, leading through their scientific formulations available in Grocery. The new campaign “Lucky You Do” reflects how important it is to deliver customised nutrition for every dog and cat in Australia, at each of their life stages. We are excited to relaunch the brand with a new look & feel, that is fully integrated to generate mass awareness.”
The campaign is running across TV, OLV, social, SEM, OOH, sampling and in-store.
Client: MARS Petcare
Marketing Director – Emily Dowling
Portfolio Manager – Miguel Rivera
Creative Agency: Clemenger BBDO Melbourne
Photography: Andreas Bommert
Media Agency: Mediacom
Production Company: Rabbit