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.

MVO: Throw the ball... throw the ball as far as you can. Come on, throw it!

No. Pretending. Good one. Never gets old that. Stop pretending!SFX: Ball is thrownMVO: Mine! Oh there it is, there it is. I got it, I’m gonna get it, I’m gonna catch it, the first bounce, bahhh!SFX: Ball dropping and bouncingMVO: No shame in that. The second bounce is still very... (muffled) impressive. Ha ha, I got it. I got the ball!ANN: It doesn’t take much to please a dog, especially when Chum's such great value.Chum. So chumpy you can carve it.