Increase brand awareness and sales of Bob & Lush with an integrated marketing campaign that differentiates it from the competition.
"It's not dog food. It's Bob & Lush."
Extensive research into dog food led to the insight that Bob & Lush has very little to do with the rest of the category. Most dog food titled "Duck" contains just 4% duck meat, whereas Bob & Lush contains 55% or more. Most dog food contains high levels stomach-churning junk ingredients and cheap fillers, whereas Bob & Lush contains none. Dog food needs to be topped up with artificial sweeteners to make it edible and even addictive, whereas Bob & Lush does not. The reputation of dog food is so poor that it's often likened to junk, the street slang for heroin. The message for Bob & Lush had to be loud and clear: "It's not dog food!"
A Samaritans style campaign, with a photoshoot by Daniel Bartolome, highlights the stories of real dogs who have come off the dog food thanks to Bob & Lush.
99% of customers are happy with Bob & Lush (Reevoo)
97% of customers would recommend Bob & Lush (Reevoo)
Bob & Lush