Consumer

6/24/2016 12:00:57 PM

This launch trended at No.1 on Twitter in SA for three days in a row. The Insight: Dog Food is a category that is “humanising”. Owners are looking for food with superior taste and superior benefits. BOSS offers both of these key category drives. The Campaign: To relaunch BOSS Dog Food (with a new premium look and tastier recipes offering “life stage formulations”) we took the product to it’s audience
with an amazing Dog Food Van. As a category that is “humanising” with owners wanting their pets to enjoy nutritious and tasty food
we decided to show Pet loving owners that BOSS offers both these benefits. The enthusiasm with which the Dogs of South Africa took to our DOG FOOD VAN’s communal picnic table
coupled with a consumer journey focusing on the nutritional benefits for dogs of every life stage
allows us to convert owners to BOSS. This is an ongoing activity to drive awareness
generate buzz and sample BOSS Dog Food. Having trended at No.1 in South Africa on twitter for three days at launch and subsequently trending for another day (both on the main campaign and CSI campaign hash-tag)
it’s off to a good start.