So, your dog chewed-up your remote? Don't worry - Milk-Bone gives you chewpons.

That thing your dog chewed is now a coupon for Milk-Bone dog treats.

Those chewed-up shoes? That gnawed on table leg? Your kid’s toy? Milk-Bone wants to give you a coupon for it with their newest initiative - Chewpons.

[missing image]

Launching on Facebook and Instagram, the “Chewpons” initiative is inviting people to submit a photo of their chewed-up item to Milk-Bone in exchange for a $2.50 coupon to be put toward their next Milk-Bone purchase. Milk-Bone will post some of the best (or is that worst?) photos on its social channels (@MilkBoneCA on Instagram & Milk-Bone Canada on Facebook).

“We wanted to create a program that showed Milk-Bone doesn’t just understand the many facets of life with your dog, but rewards the unconditional love pet parents have through it all,” says Adam Zitney, VP of Marketing for Milk-Bone’s parent company, Smucker Foods Canada. “Chewpons are a great way to take the sting out of finding another chewed thing and turn it into something that your dog will love.”

Many Canadians have already submitted photos of chewed-up things that range from the relatively insignificant (a stuffed animal), to the truly heartbreaking (a new sofa,) and everything in between.

“Ask any dog parent and they’ll tell you about that time their dog chewed something that they’ll never forget,” says Lisa Greenberg, Co-Chief Creative Officer at Leo Burnett, the agency that developed the initiative. “But they always forgive, because they love their dogs no matter what.”

“Giving pet parents something in return is a way for Milk-Bone to also be something they’ll never forget. That thing that got chewed, now they can put it to good use and turn it into something their dog will love.”

Running on social, the initiative is being led by a promoted video and supported with reposted and organic content. Content for the campaign was captured by the award-winning photography duo SATY+PRATHA. The contest is underway now, so dog owners should get photographing. Unless the dog found your camera. The submission window is open until May 11.

Credits:

Campaign Title: Chewpons

Client: Smucker Foods of Canada Corp.

Product: Milk-Bone

Vice President Marketing, Smucker Foods of Canada Corp.: Adam Zitney

Director, Integrated Consumer Experience: Jenny Thorne

Director of Marketing, Pet: Nancy Murphy

Integrated Marketing Communications Manager: Marisa Hattem

Agency: Leo Burnett Toronto

Chief Creative Officers: Steve Persico, Lisa Greenberg

Creative Directors: Kohl Forsberg, Man Wai Wong

Copywriter: Aisling Penco

Art Director: Angelo Roldan

Designer: Angelo Roldan

VP, Group Account Director: David Buckspan

Group Account Director: Daniel Zimmerman

Account Director: Krzysztof Iwanicki

Account Supervisor: Janelle Pepin

Digital Project Manager: Tom Degez

Editor: Jason Grebski

Animator: Dan Purdy

Producer: Tania Gaudio

VP, Post and Print Production: Gord Cathmoir

Photographers: SATY+PRATHA (Saty Namvar and Pratha Samyrajah)

Prop Stylist: Chad Burton

Photo Assistant: Dustin Parr

Motion Direction: Saty Namvar and Pratha Samyrajah

Music House: Vapor Music

Music Producer: Erin Scott

Composer & Creative Director: Brendan Quinn

Audio Engineer: Julian Rudd

Sound Designer: Levi Considine

Post Company: The Vanity

Producer: Nicole Labbe

Colourist: Brock Cruess

Media Agency: Spark Foundry Canada

VP, Group Account Director: Paul Hewitt

Account Director: Sarah Crouch