TREK-9

Advertising Industry Practice

Demand for pet food is at an all-time but the perceptions of how we can best nourish our pets are placing intense pressure on protein supply.

Problem

Love equals nourishment: People love their pets so much, they’re seeing them as human members of the family. “We’re seeing people put more care into what they put into the diet of the pet so it’s definitely down that path of being either very science-led or very natural-led as we see in human food”.
Em Dowling Mars Petcare CMO.

Insight

Create a brand that harnesses new protein sources to
nourish pets and market it in a way that owners will embrace.

Challenge

  • Dog owners: 25-40 year olds

  • Financially stable ;

  • Location: inner and outer suburbs

  • Education level: Medium to high education level; aware of the situation

Target Audience

Cricket Powder

  • A complete protein - 9 essential amino acids

  • 3x amount of protein in comparison to beef

  • Environmentally sustainable

  • Ethical

  • Healthy for dogs

Choices

Big Idea

A journey into your dog's future

Our Executions

Video

Feeds:

  • A short comic series with sci-fi elements concept

  • GIFs

  • Mandatories posts (product, offers, events, etc)

Instagram

User-generated hashtags:

#TrekingDogFuture

#Trek9_FutureOfDogfood

#Trek9TasteFine

Filter mock-up

Poster & Metrolite

Placing:

  • Inner and outer suburbs

  • Parks

  • Pet shops

Event: Dog Playground

Theme: Outer Space/Sci-fi (neon)

  • AR dogs

  • Hologram dogs

GROUP

Margaritha Jesslyn

Nuttakan (Fair) Schuetz

Sherlina Felicia

Yinglin He