2023 Winner

CASE SUMMARY

Milk-Bone is the #1 most trusted dog treat brand in Canada, but it faced tough competition from new brands entering the marketplace that were winning with a niche-but-growing segment of young, social-media-driven consumers with a
puppy-aged dog.

The challenge Milk-Bone faced is how it, as a mature, leading brand, could connect with this growing consumer segment in a new and relevant way. Historically, Milk-Bone didn’t have a lot of presence on social media, so the campaign’s goal was to increase its Facebook and Instagram followers by at least 50%.

Dogs love to chew things. It’s in their nature: homework, table legs, pillows, wallets and just about anything they can get their paws on. And while pet parents love their dogs unconditionally, that love can be tested when they find another thing that’s been chewed on that shouldn’t have been. So, Milk-Bone wanted to give them something better to chew on: Milk-Bone dog treats.

They turned the things dogs chew into coupons for dog treats. To get one, dog owners sent in pictures of their chewed-up stuff on social, and Milk-Bone replied with customized coupons for Milk-Bone treats.

They received DMs of chewed-up things that ranged from the sentimental, like a stuffed animal, to the truly heartbreaking, like a passport (and everything in between). And with the help of their partners at WebSaver, they could provide redeemable coupons in exchange. The coupons were active at easily accessible retailers nationwide, from PetSmart to Rexall, Walmart and more.

The campaign ran from April 11th to May 11th, 2021, and heavily targeted young pet parents who had a puppy with relatable bitten-up imagery in a promoted video and print media that drove people to Milk-Bone’s social channels.

With a small but targeted $10,000 media budget, the Chewpons program became Milk-Bone’s most talked about social media campaign ever. With a 215% increase in Facebook visits and a 132% increase in Instagram followers. Plus, a tail-wagging 7,600% increase in Facebook page reach.

Credits

Agency: Leo Burnett, Toronto
Client: Smucker Foods of Canada Corp.

Agency: Leo Burnett, Toronto
President: Ben Tarr
Chief Creative Officers: Steve Persico, Lisa Greenberg
SVP, Head of Account Management: Natasha Dagenais
Chief Strategy Officer: Tahir Ahmad
Creative Director: Kohl Forsberg
VP, Group Creative Director, Design: 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

Client: Smucker Foods of Canada Corp.
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