MARS Petcare brand, Puppo, has partnered with Colenso BBDO Auckland, to create a bespoke ad for every registered dog in New York City – over 100,000 of them.
Puppo is a nutrition brand incubated by Kinship Labs, part of the Kinship coalition of businesses dedicated to pet care. The New York-based pet nutrition company formulates and delivers personalized dog food for every dog, giving owners the ability to help address their dog’s unique health concerns via a bespoke diet.
Rather than taking a mass marketing approach, Colenso BBDO took the creative direction of playing off of the uniqueness of Puppo’s personalized service and product, mirroring their direct-to-consumer model in the communications.
Colenso BBDO created an algorithm that extracted data from publicly available NYC Dog Licensing Data. All dogs are individually addressed by their name and breed, while both copy and art direction spoke to the unique health benefits a Puppo diet could help address for each breed.
“We all love our dogs, and having your dog, with all his or her unique personality quirks, pigeon-holed into small, medium or large breed, isn’t always what’s best for the dog,” said Kimberley Ragan, Colenso BBDO Creative Director. “Straying from the typical one-ad-for-100,000 consumers format, instead creating one ad for each of the 100,000+ dogs who live in New York City, allowed us to connect with owners in a more meaningful way, and help them find the right diet for their pup.”
“Not only does this personalized approach reflect Puppo’s unique product promise, but it illustrates our genuine belief that every dog is special and deserves to be recognized as such,” said Winson Wong, Head of Kinship Labs.
“Kinship is a one-of-a-kind collaboration platform to build the future of pet care, powered by a unique coalition of innovators and talent,” said Leonid Sudakov, President, Kinship. “At the core of Kinship is the desire to work together with our partners like Colenso BBDO, to deliver this transformational promise. The Puppo campaign reflects the essence of this ambition – an innovative partnership highlighting a product built to serve every single customer in a very personal way. ”
The campaign is OOH-led, and supported with targeted digital display.
Leonid Sudakov – President, Kinship
Winson Wong – Head of Kinship Labs
Adelyn Zhou – Head of Marketing, Puppo
Carrie Deverell – Head of Corporate Affairs, Kinship
Lead Creative Agency: Colenso BBDO NZ
Media Agency: Mediacom US & Milk Money
Consumer PR Agency: DKC
Social Agency: SocialFly