The desired outcome was to reach the dog owners through the dogs. No dog owner can resist a glance from his dog’s eyes. So we wanted the dogs to become the ambassadors of Fressnapf. Because they can retrieve the message much better than any other media could ever do.

The Brief:Create an event that makes people aware of the local Fressnapf shop.

Target audience:All dog owners.

Strategy:Reach the dog and you reach the owner.

The result was pretty amazing. A total of 3.500 bones were placed in parks that are used by dogs and their owners.All dug bones where found by strolling dogs in very short time. And it created a chain reaction with the owners.

Even the dogs that couldn't find a bone where interested in what's happening and asked the finders what's going on here.

Within the target group this became a real talk of town and at the Fressnapf Düsseldorf store had an 15% increase in visits by new dog owners and a sales increase of 9,5% during the campaignWithin the target group this became a real talk of town and at the Fressnapf Düsseldorf store recorded an amazing plus in dog toys and food.

The second your dog finds something and brings it to the owner the owner really wants to know what it is. And in our case it was a doggy-bone from Fressnapf. So it looks like the dog recommends our shop to buy food at.