THE THINKING Eukanuba contains an optimal balance of Omega 3 and Omega 6 essential fats. One of the main benefits of these is that they help with brain development and function.

So really, Eukanuba dogs are not only healthier and shinier. They are also smarter. But we don't just want to say that Eukanuba dogs are smarter. We want to show it.

THE SOLUTION We found five well-trained dogs. Some pretty and some less pretty. And then we spent some time training them to carry Eukanuba bags around in their mouths. Once they had perfected this task, we took them to busy shopping centres and trained them to walk between two established points.

RESULTSFrom a "connecting with consumers" point of view the result was incredible. People everywhere stopped what they were doing and stared in amazement. Many people took out cellular phones to take pictures to send to friends.Unofficially, retailers in the shopping centres we targeted told us that they sold more Eukanuba on the days we were present than other days.

They wouldn't say how much more.