The Naturo brand has been part of Mackle Petfoods’ brand portfolio since 2010. As the fastest growing natural wet dog food brand in the UK with major listing gains, Naturo wanted to create a campaign to increase awareness and further drive sales of their, high quality, nutritionally balanced dog food made with 100% natural ingredients.
In the lead up to Crufts we created an integrated campaign for Naturo built on the proposition of ‘We put the best in, you get the best out’. This incorporated national and specialist press and digital advertising, video and PR.
Social Media content was also developed to highlight the positive change Naturo makes to a dog’s health and wellbeing. Plus we undertook trade support, sampling and collateral production. This included designing the Naturo exhibition stand for Crufts and negotiating a sponsorship support package.
The second phase of the campaign featured Naala who was crowned the Naturo dog 2017. The winner was voted by members of Naturo’s social media community as well as the general public on a Facebook poll. Naala and her owner Ella were then asked to participate in a one day shoot at their home where we got some lovely footage and photography of Ella and Naala which we used to create a second brand film.
YOY sales figures (volume & value) are extremely healthy at + 60% with our integrated campaign reaching 23 million consumers. There has been a big influx of #naturodogs posts on social media entering our Naturo Dog of 2017 competition. We also secured a partnership with Red Mist Leisure – an independent pub group in Surrey and Hampshire who are serving free Naturo for dogs.