The game of fetch is essential for building strong bonds between pups and their parents and also between Chuckit! and their customers. Petmate wanted to amplify brand awareness by leveraging National Fetch Day to engage customers through relevant product experiences during a year when the Covid-19 pandemic limited public gatherings and events.
We helped all dog owners celebrate their furry friends no matter where they were. Tapping into the popularity of dog photos, we kicked off an integrated campaign with a Backyard Party Sweepstakes, promoted by four social influencers which provided 200 winners everything they needed to paw-ty safely at home. One lucky dog also received an ultimate spa day, including a photo shoot to feature their furry friend on Chuckit! packaging.
We also partnered with dog-friendly businesses in 22 markets to drive much-needed traffic with free Chuckit! doggie bags for takeout orders. And for dog lovers everywhere, we created a throw-one, give-one Virtual Fetch Challenge where throwing a virtual ball online launched a real Chuckit! ball at a rescue shelter, leading to the adoption of three Chuckit! Champion canines.
Our four-legged campaign featuring social influencers, at home party kits, local business partnerships and virtual challenge fetched huge results. Even the dog whisperer himself, Cesar Millan, tweeted about the program!