To convey the palatability of the superior nutrition balanced Hill’s Science Diet for pets, now available in canned form, with a creative twist to increase top of mind brand recall amongst target audience – pet owners.
Strategy & Execution
“YUMMY FACE Maker”, is a simple app that allows users to add a tongue to their favourite pet’s photo in order to create their pet’s cute YUMMY FACE. Pet owners are required to go to the website: http://mypet.hills.co.jp/campaign/tastycan/generator.aspx to register in order to upload their pet’s YUMMY FACE. Organic spread occurred when pet owners shared their pet’s YUMMY FACE on their Facebook, Twitter and blog posts.
The website garnered over 2,500 postings in 60 days – a total of more than 4,000 photos over a four-month period. The campaign was also linked to Facebook, ensuring that it had scale via Likes or Shares. The campaign was successful in communicating the palatability of Hill’s Science Diet canned pet food in an interactive, fun and engaging manner via the “YUMMY FACE Maker” app.
Advertising Agency: G2, Tokyo, Japan
Creative Director: Imai Yasuhito
Senior Copy Writer: Yoshitsugu Takako
Senior Art Director: Yamazaki Mitsunori
Web Director: Nakata Ikkoh