Purina Bakers / Pitch Response / For Those That Speak Dog

How do we reassure Bakers families that the food their dog loves is also good for him?

We create a total brand experience that shows we understand how important the well-being of your pooch is – because at Bakers “We Speak Dog Too”.

We hit the parks to prove how the Great British dog owners speak dog, just like we do.

Our wholesome key visual depicts an active, happy and healthy Bakers dog that our audience can relate to.

A sense of community is really important to dog owners, so we created a microsite where you can share, connect, shop and get helpful info on how best to care for your four-legged friend.

A helpful personalised tool lets you create a profile for your dog(s) so that all their favourites are right there as soon as you log in. This also means we know more about your dog so we can tailor products best suited to him.

Dog owners love connecting with each other to share photos and anecdotes. Here’s where they can do all of that – with photo sharing, competitions, YouTube videos and live posts from the Bakers Facebook and Twitter accounts.

They also want reassurance from dog experts that they are doing the best by Fido. So we have a dedicated page where you can get top tips from Bakers Boffins and ask questions too.

Owning a dog is a big responsibility – it’s important you know his wags from his woofs. So we created a fun test to help you guys communicate.

We brought our idea to life in-store, communicating our message at every touchpoint to drive sales.

We even used pointer dogs to direct tradespeople to bulk purchases and incentivised them with giveaway offers.

To launch our new YouTube channel, we create an ‘April Fools’ video that promotes a new and innovative invention – the ‘Dog Translation Collar’.
The ad will reinforce the message that those who buy Bakers don’t need a ridiculous dog translator because they already speak dog.

Role: Art Director

Agency: Momentum Worldwide

Copywriter: Roz Waud

Additional Creatives: Michael Gethin (Art Director) and Gavin Johnson (Copywriter)

Creative Director: Mark Watts

Designers: Jason Ferdinand, John Buckell, Julian Kerr, Kara Feeney and Jake Townshend