Dog food delivery firm Tails.com has unveiled a new brand platform, illustrating how our canine friends are’ never average’ through a colourful new campaign.
Developed by creative agency The Or, the integrated roll-out will be spearheaded by a 40-second hero spot that showcases how every single dog has its own unique personality – and as such should have its own, tailored meal plan.
Directed by Max Siedentopf, the film sees thousands of labradors singled out by their own personal preferences – despite all looking near identical to each other.
“At Tails.com, we want to change the world of pet food for good, and this starts with rejecting the idea that ‘one size fits all’ for dogs,” Tails.com brand director, Ian Pate said.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
“With ‘Never Average’ we share our belief that each dog has unique, evolving nutritional needs, meaning every detail matters, no matter how small. In this campaign, we’re championing the individual personalities, details and needs of dogs distinctively, with a clear link to our 100% tailored dog food.”
With media planning and buying handled by Goodstuff, the brand’s creative will run across pimetime TV on Channel 4 and Sky as well as their respective video-on-demand platforms.
A series of out-of-home executions will also support the hero film, with both paper and digital assets featuring across key site nationally, including Waterloo Motion.
The Or ECD, Dan Morris added: “We don’t have average ‘human food’ because we all have different needs, preferences and tastes. Dogs are no different. They are just as unique, special and complex in all the right ways, so they should be fed like it.”
