‘Dogs don’t care what they eat, Naturo do’

The UKʼs number one natural wet dog food brand* Naturo is launching its biggest campaign yet: ‘Dogs don’t care what they eat, Naturo do’ by newly appointed agencies VCCP Media and global content creation studio Girl&Bear.

The campaign spans across TV, BVOD, social and digital, and aims to drive brand awareness through a media strategy led by VCCP Media. It targets dog owners who already care about nutrition and take an active interest in the food that they’re giving their families - but possibly haven’t considered that there’s a simple, natural alternative that can feed furry family members at an affordable price.

The campaign aims to cut through in a highly contested category by tapping into a simple truth. Whilst dogs are amazing, they aren’t always as picky as Naturo when it comes to their diet. The campaign will playfully remind pet parents that whilst dogs will happily eat socks, slippers or the TV remote, Naturo takes meticulous care and attention when it comes to pet nutrition.

The strategy behind the campaign was to be ‘deliberately disruptive’: instead of talking about ingredients or health benefits, Naturo hones in on all the things dogs shouldn't eat to prove a cheeky point.
The campaign will run in the UK and ROI, and is the first to launch after VCCP Media and Girl&Bear won a competitive pitch process in April.

Eva Mooney, Senior Marketing Manager at Naturo said: "With a new look freshly launched across our Naturo Natural Pet Food range, and over 52 years’ experience in the industry, our aim is to build brand awareness of our natural, nutritious and delicious food that pets love. We felt that VCCP’s creative approach, planning, and importantly their understanding of us as a brand and company, really stood out in the pitch process. We’re looking forward to seeing what we can achieve together.”

Claire Young, CEO at Girl&Bear added: “Dogs will eat almost anything edible, and sometimes even things that aren’t. Because they don’t care about what they eat, you can leave it to Naturo to provide delicious, balanced, natural meals instead. This was the pawfect campaign to work in partnership with our friends at VCCP Media to deliver a ‘straight to making’ proposition, developing assets in production for direct use by the media agency.”
Simon Jenkins, Chief Planning Officer at VCCP Media said: “We wanted to rise above the canine clutter with a memorable, brave, ‘challenger’ campaign that gets to the right pet parents, and gets them thinking about Naturo’s pet food. We’ve ensured Girl&Bear’s stand-out creative will cut-through with smart data-powered targeting and disruptive media behaviours across the funnel."

Look at this ridiculously cute dachshund!

About Naturo
The Mackle family have been creating high-quality pet food in County Armagh, Northern Ireland for 50 years. Naturo Natural Pet Food is a part of the family business, Mackle Petfoods, who are proud to be the only major pet food brand in the UK that is 100% family owned. Naturo natural dog food contains a high meat content with numerous dietary options to meet the various needs of our nation’s dogs. All recipes have added vitamins, minerals and oils to help towards achieving good health for your dog with no added colours, flavourings or preservatives.
About VCCP
VCCP is an international integrated communications agency, founded in 2002 on the principles of simplicity, collaboration, un-preciousness and integration around ideas rather than channels. We are the challenger agency for challenger brands and transform the fortunes of our clients by challenging and disrupting the categories they operate in. With offices in London, Madrid, New York, Prague, San Francisco, Shanghai and Singapore, VCCP produces award-winning work for clients including Walkers, Virgin Media O2, ComparetheMarket, easyJet, Domino’s, Canon, Cadbury Sage and White Claw.
Credits
CAMPAIGN TITLE: Dogs don’t care what they eat, Naturo do
CLIENT: Mackle Petfoods

ADVERTISING AGENCY: VCCP
EXECUTIVE CREATIVE DIRECTOR: Jim Thornton
COPYWRITER AND ART DIRECTOR: Daniel Glover-James and Elias Torres
BUSINESS DIRECTOR: Claire Young
CLIENT AND PRODUCTION LEAD: Zoe Bell
AGENCY LINE PRODUCER: Jimmy Watson
AGENCY CREATIVE PRODUCER: Jess Cross

MEDIA BUYING AGENCY: VCCP Media
CEO: James Shoreland
CHIEF STRATEGY OFFICER: Will Parrish
CHIEF PLANNING OFFICER: Simon Jenkins
MEDIA PLANNER: Freddie McTavish

PRODUCTION COMPANY: Girl&Bear
DIRECTOR: Trevor Melvin
EDITOR: Tom James
EXECUTIVE PRODUCER: Ed Rosie

POST-PRODUCTION COMPANY: Girl&Bear
POST PRODUCER: Vanessa Troop
COLOURIST: Syd Harvery

AUDIO POST-PRODUCTION COMPANY: Girl&Bear
SOUND ENGINEER: Emily Vizard
PHOTOGRAPHER: Ed Roe
SOCIAL CONTENT CREATOR: Becky Harrison