Chum is a great value dog food that hasn’t advertised in Australia since a series of memorable TVCs in the late 1980s.

In the financial crisis of 2009, we identified the opportunity to re-ignite latent memories for this value brand. Interestingly, in the Dog Food category, most brands communicate how delicious and premium they are. Taking a closer look at dogs, we stumbled upon the insight, it doesn’t take much to please a dog, they’re just happy being dogs.

We evolved this insight to writing the thoughts of what a dog thinks about daily. ‘Premium’ was not one of those thoughts.