Smith Brothers Agency launches Pet People Get It, a multi-channel campaign for the natural channel pet food brand AvoDerm Natural®, owned by Central Garden & Pet Company based in Walnut Creek, California. The brand offers a broad portfolio of dog and cat food made with avocados to help promote healthy skin and coat.
The AvoDerm team tapped Smith Brothers to execute a multi-channel campaign that would disrupt the conventions in a category saturated with attractive dogs in outdoor environments.
“As a challenger brand, Avoderm knew that if their advertising went unnoticed, everything else would be academic,” said Michael Bollinger, President of the marketing agency. Smith Brothers began work with Central Garden & Pet Marketing Director, James Chen, in November of last year.
Research reveals increasing consumer interest in natural pet food that reflects a healthy human diet and incorporates ingredients, like avocados. To leverage this strategic insight, Smith Brothers developed Pet People Get It, an amusing, anthropomorphic online video campaign that pairs hungry pets with human hands. The campaign appeals to the core target’s tendency to humanize their animal companions with thumb-stopping, shareable content.
The agency contributed the creative for the campaign, in addition to point of sale material and search display, media planning and buying, and analytics and optimization services. Billings were not disclosed.
Smith Brothers Agency partnered with Animal, a Pittsburgh-based production team with professional animal talent experience, to produce the thirty-second online video (https://youtu.be/08PaA4c3vVM).
A behind-the-scenes video (https://vimeo.com/203458584) captures the Smith Brothers Agency creative team working with pet wranglers and animal talent to execute the campaign video.
About Central Garden & Pet
Central Garden & Pet Company is a leading innovator, marketer and producer of quality branded products for the lawn & garden and pet supplies markets. Committed to new product innovation, our products are sold to specialty independent and mass retailers. Central Garden & Pet Company is based in Walnut Creek, California, and has approximately 4,100 employees, primarily in North America. For additional information on Central Garden & Pet Company, including access to the Company's SEC filings, please visit the Company's website at www.central.com.
About Smith Brothers Agency
Smith Brothers Agency is a digital-forward, performance-based marketing agency focused on the Consumer Packaged Goods industry. The agency’s CPG clients include Nestle, Red Bull and Bolthouse Farms. For more information, visit www.smithbrosagency.com.
