{"id":18892,"date":"2024-08-01T11:27:07","date_gmt":"2024-08-01T10:27:07","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=18892"},"modified":"2024-08-09T15:52:37","modified_gmt":"2024-08-09T14:52:37","slug":"dogs-dont-care-what-they-eat-naturo-do","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/naturo\/dogs-dont-care-what-they-eat-naturo-do","title":{"rendered":"Dogs don\u2019t care what they eat, Naturo do"},"content":{"rendered":"<div class=\"lazyblock-video-Z2utUuj wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/992858210?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-4FhWB wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n        <p><span style=\"font-weight: 400\">Today, the UK\u02bcs number one natural wet dog food brand* Naturo launches its biggest campaign yet: \u2018Dogs don\u2019t care what they eat, Naturo do\u2019 by newly appointed agencies <\/span><b>VCCP Media<\/b><span style=\"font-weight: 400\"> and global content creation studio <\/span><b>Girl&amp;Bear<\/b><span style=\"font-weight: 400\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">The campaign spans across TV, BVOD, social and digital, and aims to drive brand awareness through a media strategy led by VCCP Media. It targets dog owners who already care about nutrition and take an active interest in the food that they\u2019re giving their families &#8211; but possibly haven\u2019t considered that there\u2019s a simple, natural alternative that can feed furry family members at an affordable price.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">The campaign aims to cut through in a highly contested category by tapping into a simple truth. Whilst dogs are amazing, they aren\u2019t always as picky as Naturo when it comes to their diet. The campaign will playfully remind pet parents that whilst dogs will happily eat socks, slippers or the TV remote, Naturo takes meticulous care and attention when it comes to pet nutrition.<\/span><\/p>\n<p><span style=\"font-weight: 400\">\u00a0<\/span><span style=\"font-weight: 400\">The strategy behind the campaign was to be \u2018deliberately disruptive\u2019: instead of talking about ingredients or health benefits, Naturo hones in on all the things dogs shouldn&#8217;t eat to prove a cheeky point.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The campaign will run in the UK and ROI, and i<\/span><span style=\"font-weight: 400\">s the first to launch after VCCP Media and Girl&amp;Bear won a competitive pitch process in April.<\/span><\/p>\n<p><b>Eva Mooney, Senior Marketing Manager at Naturo<\/b><span style=\"font-weight: 400\"> said: &#8220;With a new look freshly launched across our Naturo Natural Pet Food range, and over 52 years\u2019 experience in the industry, our aim is to build brand awareness of our natural, nutritious and delicious food that pets love. We felt that VCCP\u2019s creative approach, planning, and importantly their understanding of us as a brand and company, really stood out in the pitch process. We\u2019re looking forward to seeing what we can achieve together.\u201d<\/span><\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p><b>Claire Young, CEO at Girl&amp;Bear <\/b><span style=\"font-weight: 400\">added: \u201cDogs will eat almost anything edible, and sometimes even things that aren\u2019t. Because they don\u2019t care about what they eat, you can leave it to Naturo to provide delicious, balanced, natural meals instead. This was the pawfect campaign to work in partnership with our friends at VCCP Media to deliver a \u2018straight to making\u2019 proposition, developing assets in production for direct use by the media agency<\/span><span style=\"font-weight: 400\">.\u201d<\/span><\/p>\n<p><b>Simon Jenkins, Chief Planning Officer at VCCP Media<\/b><span style=\"font-weight: 400\"> said: \u201cWe wanted to rise above the canine clutter with a memorable, brave, \u2018challenger\u2019 campaign that gets to the right pet parents, and gets them thinking about Naturo\u2019s pet food. We\u2019ve ensured Girl&amp;Bear\u2019s stand-out creative will cut-through with smart data-powered targeting and disruptive media behaviours across the funnel.&#8221;<\/span><\/p>\n<p><span style=\"font-weight: 400\">The Naturo range is available in leading grocery retailers and pet specialist stores across the UK &amp; Ireland as well as on <\/span><a href=\"http:\/\/www.naturopetfoods.com\"><span style=\"font-weight: 400\">www.naturopetfoods.com<\/span><\/a><span style=\"font-weight: 400\"> Discover the difference that natural, high-quality nutrition can make in your pet&#8217;s life with Naturo Natural Pet Food.<\/span><\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-quote-full-width-17dmhd wp-block-lazyblock-quote-full-width\">  <section class=\"fullwidth fullwidth--top-lg text-center\" data-aos=\"fade-up\">\n    <div class=\"container\">\n\n      <blockquote class=\"blockquote\">\n        With a new look freshly launched across our Naturo Natural Pet Food range, and over 52 years\u2019 experience in the industry, our aim is to build brand awareness of our natural, nutritious and delicious food that pets love.  \n        <cite>Eva Mooney, Senior Marketing Manager at Naturo<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":64,"template":"","class_list":["post-18892","work","type-work","status-publish","hentry"],"acf":{"capability_ids":[],"client_id":"18893","hero_video":"","hero_image":{"ID":18894,"id":18894,"title":"Naturo TV Stills 16-9 COMP v2 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