SavourLife gives a woof and meow in new brand platform and campaign via Ground Swell
SavourLife has launched a new brand platform ‘For pet parents who give a woof or meow’ including an accompanying campaign via strategic and creative partner Ground Swell, that puts a new expression around the kind of pet parent the Australian purpose-led pet food brand was created for.
In a booming and cluttered pet food category filled with claims about macro-nutrients, vet recommendations, how to examine what you’re picking up at the park, and what goes into the bowl, SavourLife is cutting through by celebrating the people who genuinely, deeply and sometimes slightly obsessively care. The people who check every pack ingredient, give up most of the bed, or cancel plans because their cat needed them. And most importantly, those that care about the wellbeing of animals beyond the ones waiting for them at home.
At the heart of the platform is a simple proposition ‘You give a woof. So do we’.
For SavourLife, giving a woof is more than an attitude, it is the reason the business exists. Founded by Michael and Kim McTeigue with a commitment to help end avoidable euthanasia of dogs and cats, SavourLife products help fuel the good they do, with every purchase nourishing pets but also making a genuine difference.
SavourLife makes premium, nutritious pet food, with protein-rich recipes and quality ingredients, while donating 50% of its profits to help rescue pets. SavourLife has donated more than $12 million to independent rescue groups across Australia to date, connecting the everyday act of feeding a pet while helping another find a better life.
Says Emily Tolliday, marketing director at SavourLife: “We wanted to create a campaign that cuts through and celebrates the pet parents whose animals are their whole world, the people who probably obsess over them more than they’d like to admit. They read the ingredients and care about what goes into the bowl. Those are our pet parents, because that level of care is exactly what SavourLife is built around.”
Says Damian Pincus, founder of Ground Swell: “What makes SavourLife different is that the care doesn’t stop with the pet in your own home. There’s this group of pet parents who care deeply about their own pets, but also give a woof and meow about the thousands of dogs and cats still waiting for one. SavourLife brings those two things together, great food for the pet you love, and 50% of profits helping rescue pets find someone to love them.”
The launch campaign will run across BVOD, SVOD, social, digital, OOH, retail and PR, with executions celebrating the behaviours that distinguish a pet parent who really gives a woof.
The new brand platform brings SavourLife’s product and purpose together under one idea – better nutrition for the pet in your home, while helping create a better future for pets without one.
Client: SavourLife – Emily Tolliday, Jessica Tahardi, Tovah Levitas
Campaign: For Pet Parents Who Give a Woof
Strategic and creative partner: Ground Swell – Damian Pincus, Dennis Wong, Millie Mae Twort, Chris Hall, Jacq Henderson
Production: Contently – Avril Dunn, Stephen Hancock
Director: Vanessa Perdriau
Media: Speed – Nikki McKoll, Ian Perrin, Laura Campbell, Mayra Godwin
Social: Kill Boring Dead
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