| Title | DOG POOKIES |
| Brand | HOV-HOV DOG BAKERY |
| Product/Service | THE ULTIMATE INNOVATION IN TERMS OF DOG FOOD - DELICOUS DOG COOKIES WHICH, ONCE |
| Category |
A01. Innovation |
|
Entrant Company
|
MAYER McCANN Ljubljana, SLOVENIA
|
|
Media Agency
|
MAYER McCANN Ljubljana, SLOVENIA
|
|
Production Company
|
KEROZIN Ljubljana, SLOVENIA
|
Credits
| Robert Bohinec |
Mayer Mccann |
Creative Director |
| Gal Erbežnik |
Mayer Mccann |
Creative Director |
| Dejan Miletič |
Mayer Mccann |
Art Director |
| Blaž Žnidarič |
Mayer Mccann |
Designer |
| Aleš Petejan |
Mayer Mccann |
Account Director |
| Špela Pregl |
Mayer Mccann |
Pr Director |
| Andreja Počkaj |
Mayer Mccann |
Digital Creative |
| Marko Kumer Kumer Murč |
|
Director |
| Urban Zorko |
|
Director |
The Brief
Background:
The biggest Slovenian ecological dog food producer Hov-Hov Dog Bakery produces organic dog food for Slovenian market. Their products are well accepted within Slovenian dog owners because of their distincitve ecological quality, but they are not well known abroad. Hov-Hov wanted to become recognizable outside its borders to increase its business.
Our main strategy was communication of the core of their brand - ecological quality - to international customers. On a fun, interesting and modern way which would be easily picked up by our target group - dog lovers and relevant international media.
Instead of creating a classical advertising campaign, we created an innovative ecological product.
The innovation:
Dog Pookies are new ecological dog cookies with viable seeds added after the baking. This simple and safe biological trick helps dogs' digestion and changes unpleasant dog poop into eco-friendly fertilised plant crop.
Product launch:
With the launch we organised a special charity event where for the first time ever dogs made their "deposits". When the flowers bloom, they will be sold on an auction for a dog shelter.
Dog Pookies are the ultimate ecological innovation in terms of dog food. Added viable plant seeds help dogs digestion and change unpleasant dog poo into eco-friendly fertilized plant crop. Customers can choose between sunflower, flax or hemp. Now dogs and their owners share the power to make the unused landscape nicer.
This innovation is completely relevant to the core business of its producer Hov-Hov, which is producing organic dog food. It communicates that Hov-Hov is ecologic, innovative and caring company - as the product also helps dogs digestion. And social responsible because of the innovative charity event with the product launch.
This product is innovative because it has a built-in story which is very interesting to our target group. And it doesn't need a classical advertising campaign/story for its promotion - it's self-promoting because of its intriguing innovation.
Dog Pookies reached major publicity in media around the world relevant to our target group. Practicaly all major dog, lifestyle and business related media wrote about this innovation. This made Hov-Hov famous and helped expanding its international business as is now opening new shops in Austria, Italy and Croatia as well as exporting Dog Pookies and their other products to major European countries and USA. Dog Pookies are continuosly the best selling Hov-Hov product at their stores and on its international webstore. Innovation became famous within our target groups - for instance French canine competition bought Dog Pookies to reward the winning dogs.