BRONZE: Best Niche Targeting
Walmart Canada – Pure Balance - Pooch Truck
Most of us treat our pets like our own family, always looking to feed them the best ingredients whenever we can. But as with any organics for humans, the price of super premium pet food makes healthy eating for pets inaccessible for many families. So we had to find a way to introduce Pure Balance, Walmart's new line of dog food, in a way that would grab every struggling pet owner's attention.
Inspired by its inaccessibility, we wanted to serve up premium-quality dog food in a really accessible way. So we built the Pooch Truck: a pint-sized mobile food truck that could bring quality dog food to dogs, wherever they are.
To launch the Pooch Truck, we drove to Woofstock, North America's Largest Dog Festival, with more than 200,000 attendees and over 100,000 dogs.
On September 26, we arrived at the festival and parked alongside regular-sized food trucks.
As the pet owners got hungry, their four-legged counterparts did too. And when they did, we invited our furry friends to step right up and choose from a menu of samples, from Chicken and Brown Rice to Bison and Pea, ultimately showing dog owners that there's a healthy and more affordable option available to their pets.
The Pooch Truck helped launch Pure Balance to the Canadian market with a sizable impact. Onsite at Woofstock, consumer and dog engagement with the Pooch Truck created hundreds of social posts on Instagram and even got the attention of a few world-renowned celebrity pooches.
Through a combination of social posts, a teaser video with over a 120,000 views and a promo video with almost 500,000 views, we drove more two million Facebook impressions, and increased engagement to 1.4 times more than Walmart's previous social content.
Client: Walmart Canada
Creative agency: JWT Canada
Chief creative and integration officer: Brent Choi
Executive creative director: Ryan Spelliscy
Art director: Anton Mwewa
Copywriter: Alec Carluen
VP, head of integrated broadcast: Andrew Schulze
Producer: Elana Olavesen
Director: Lulu Wei
Editor: Kai Diniz
Print production: Susan Goodfellow
Account team: Alice Wan, Cherie Tsang, Jason Dunphy
Production company: Touchpoint
Media company: Mindshare