| Title | TAKE OUT |
| Brand | MARS |
| Product/Service | TEMPTATIONS |
|
Entrant
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adam&eveDDB London, UNITED KINGDOM
|
|
Idea Creation
|
adam&eveDDB London, UNITED KINGDOM
|
|
Media Placement
|
MEDIACOM London, UNITED KINGDOM
|
|
Media Placement 2
|
STARCOM London, UNITED KINGDOM
|
|
Production
|
HELO London, UNITED KINGDOM
|
Credits
| Ben Priest |
adam&eveDDB |
Group Chief Creative Officer |
| Richard Brim |
adam&eveDDB |
Chief Creative Officer |
| Simon Lloyd |
adam&eveDDB |
Creative Director |
| Mark Lewis |
adam&eveDDB |
Creative |
| Matt Finch |
adam&eveDDB |
Creative |
| Jamie Kerr |
adam&eveDDB |
Business Director |
| Katie Vine |
adam&eveDDB |
Account Manager |
| Emilie Verlander |
adam&eveDDB |
Integrated Producer |
| Hugh de-Winton |
adam&eveDDB |
Planner |
| Enni Kukka-Tuomala |
adam&eveDDB |
Strategist |
| Jessica Taylor |
adam&eveDDB |
Social Media Strategist |
| Alex Fairman |
King Henry |
Head of Design |
| Jake Arnold |
King Henry |
Designer |
| Brendan Kiernan & James Okumura |
HeLo |
Executive Producers |
| Keith Carlsen |
HeLo |
Producer |
| Kyle Ruddick |
HeLo |
Director |
| Mike Marshall |
HeLo |
DOP |
| Mark Morgan |
HeLo |
Editor |
| Aaron Hayden |
HeLo |
Colourist |
| Elle Cordes |
Starcom |
Director |
| Maggie Erzinger |
Starcom |
Associate Director |
| Clifton Pope |
Starcom |
Social Manager |
| Dexter Smith |
Starcom |
Supervisor |
| Annie Mendoza |
Starcom |
Supervisor |
| Ben Priest |
adam&eveDDB |
Group Chief Creative Officer |
The Campaign
In 2017, as part of their new ‘Treat them too’ brand positioning, Temptations headed to Eugene, Oregon, a city that boasts the highest population of cats per capita in the United States, to launch a new concept in cat treating: Temptations Take Out, a delivery service that brought to life the brand strategy of ‘Treat Them Too’ by mimicking the behaviour of a fast food outlet.
Creative Execution
Temptations opened a delivery service in Eugene, Oregon (a city boasting the highest population of cats per capita in the United States), which allowed cat owners to order temptations cat treats direct to their door, either by telephone, online or in person in our pop-up store. The service ran for one week in April 2017 and was supported by local out of home posters, press adverts, a TV ad (broadcast on local TV networks and viewable online for the wider audience). Despite being localised to Eugene due to its high number of cat owners, a wider audience was able to follow the campaign via the temptations Facebook page.
- Over 13 million impressions during 1 week of local activity
- Thousands of samples given away direct to the target market
- The bikes delivering the treats covered over 800 miles
The campaign was launched across a number of touch points encompassing Experiential (a pop up shop), TV, a website, social media (including Facebook Live), press and Out of Home all working together to bring to life the brand message through a fully fledged takeout service.
In 2016, Temptations launched a new brand strategy, Treat Them Too, to encourage consumers to treat their cat at moments when they would normally treat themselves, leveraging human treating occasions both throughout the year and the week, such as a weekend takeaway. our aim was to make treating with Temptations a habit that would both drive sales and increase the happiness of the feline population.