Through the Royal Canin national marketing campaign we aimed to drive nutritional awareness and increase “paws through the doors” of specialist pet stores and key vets.
Royal Canin believes in communicating the benefits of animal health nutrition and educating all dog owners in South Africa on responsible pet ownership.
This campaign aligns with their overall vision: “To provide the most precise nutritional solution for each cat and dog, by building on constantly deepened scientific knowledge and on Royal Canin’s roots in the feline and canine professional networks, to provide a better world for pets”.
The campaign was developed to use mainstream media including radio, print and social media as well as point of sale executions in outlets.
It was all about driving new consumers to stores and helping them to enhance the special bond that they shares with their dogs. It’s about explaining that every dog deserves scientifically developed, precise nutrition for his size, for life – nutrition that meets his exact needs.
The consumer call to action is emotionally strong and designed to create assurance in the purchase decision.
For example: “When I buy Royal Canin, I know I’m the person my dog needs me to be. I know that I am providing him with the precise nutrition to make him live a healthier, happier and longer life.”