Cannes Lions

Pooch Truck

J. WALTER THOMPSON CANADA, Toronto / WALMART / 2016

Awards:

1 Shortlisted Cannes Lions
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Overview

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Credits

Overview

Description

Inspired by its inaccessibility, we wanted a way to serve up premium quality dog food in a particularly accessible way, and few things say accessible food like food trucks. Their mere mention conjures up images of affordable food made with real ingredients, so to introduce the Pure Balance range of natural, premium dog food, we created the Pooch Truck, a miniature food truck designed exclusively for dogs.

Execution

One of the main goals in creating the Pooch Truck was to stay as true to an actual food truck as possible. We designed it to be mobile and drivable by an actual human being, and to achieve this, we built it from scratch atop the base of a miniature motorized car. We consciously chose not to scale down, but rather create unique proportions that can still accommodate various dog breeds, resulting in a rather whimsical structure 5 feet tall and 5.5 feet wide.

 

Its assembly utilized numerous materials such as wood and metals, including functioning actual car and truck parts, such as working headlights, signals, and even an AUX cord, for complete authenticity.

 

Using Pure Balance’s brand colours, we designed our consumer-facing exterior to deliver a premium yet approachable feel that mirrors the brand, with touches like decals and a specially designed awning over the serving window.

Outcome

The Pooch Truck helped launch Pure Balance to the Canadian market with a sizable impact. Onsite at Woofstock, consumer and canine engagement with the Pooch Truck created hundreds of social posts on Instagram, which were further amplified by the presence and interest of several high-profile dogs at the event.

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 over 2 million Facebook impressions and increased engagement to 1.4 times that of Walmart’s previous social campaign on the platform.

+58% sales lift post campaign - outpaced sales growth in the rest of Canada.

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