Burns
Bringing Burns to national audiences
Leading pet food supplier, Burns, has been developing natural, healthy pet food modelled on a home-cooked diet since 1993. With their new paw-some commercial ready to go they gave us the task of taking them onto TV for the first time. We needed a targeted campaign that would raise brand awareness, drive footfall to the 6,000+ stores where their products are stocked, and ultimately boost sales.
Strategy
Campaign insights
Brand activation
Although Burns also supply food for cats and rabbits, the overarching target consumer is a dog owner with a puppy or adult/senior dog. However, for a more targeted approach, we needed to dig deeper and find the dog owners interested in health and wellbeing, both for themselves and their furry friends.
Beyond the base audience, we also explored sub-target groups of new puppy owners and focused on the younger consumer – as insights showed an increase of millennials buying pets, and in particular females buying dogs.
Making sure that stockists were within easy reach of the consumer was also key.
‘With their paw-some new commercial ready to go, they gave us the task of taking them onto TV for the first time. For a more targeted approach, we needed to dig deeper and find the dog owners interested in health and wellbeing, both for themselves and their furry friends.’
