‘Donuts for dogs’: CGU helps promote Australia’s small businesses

IAG insurance company CGU has launched a campaign, via The Monkeys, to help existing and prospective small business owners realise their ambition.

The ‘ABN Rescue’ campaign launched with an ad for small business Domuts, which makes doughnuts for dogs, during the AFL Grand Final on Saturday.

Domuts was founded by a woman named Thea and her young son Marcus. Six months ago, the business was deteriorating until CGU provided Thea with assistance and helped her get the business back up and running.

The Domuts ad sees dogs racing to enter Dogtopia, where the doughnut treats, and tennis balls, blossom on trees.

The weekend also saw Domuts appear on the feeds of Instagram influencers and the partners of AFL players.

The campaign is based on the insight that last year almost half a million Australian Business Numbers (ABNs) were cancelled, with many because they were ideas that never actually launched.

The wider campaign looks at the concept of ambition more broadly. Installations appeared in empty shop fronts across Sydney’s main retail strips, showing passersby what could be possible inside with a little ambition.

The stores and OOH executions carry the message ‘Ambition Wanted’ and the new tag line ‘Insuring Ambition’.

As the Domut ad featured animals, CGU Insurance has pledged 0.5% of its media spend to wildlife funding initiative Lion’s Share. CGU Insurance is also offering three ‘Ambition Grants’ worth $40,000 each to people with a business they are looking to get off the ground.

The OOH campaign for CGU Insurance carries messages about inspiring people’s ambition

CGU Insurance marketing director, Sally Kiernan, said: “As a long-standing champion of ambitious Australian small businesses, we are looking to inspire Australians with an idea to follow their ambition.

“CGU insures and protects the goals of Australian small business owners. That’s why we’re helping Thea make her ambitious idea a reality. Domuts has faced its hurdles but we believed that with a little support from the right people, we could get the Domuts business back on track. Through sharing Thea’s story, we hope to inspire many more people to revisit their own business ambitions and give it their best shot.”

The Monkeys executive creative director, Vince Lagana, said: “With so many ABNs dying every year, we knew Australians were losing their ambition. This inspired ‘ABN Rescue’ – a campaign dedicated to getting Aussies everywhere to reignite their small business dreams. We shone a light on one of those small businesses, Domuts, to inspire the rest of Australia. After all, we know everyone loves dogs. And who doesn’t love donuts?”

PR for the campaign is being conducted by Thinkerbell.


Client: CGU Insurance
Chief Marketing Officer: Brent Smart
Marketing Director: Sally Kiernan
Content & Digital Director: Zara Curtis
Content Creative Lead: Simeon Bartholomew
Creative Lead: Cath Bosson
Digital Lead: Cath Carrington
Creative Specialist: Mark Pearson

Creative Agency: The Monkeys, Part of Accenture Interactive
Group CCO/Co-Founder: Scott Nowell
Executive Creative Director: Vince Lagana
Creative Director: Jay Morgan
Creative Team: Danny Pattison, Barnaby Packham, Michael Canning.
Business Strategy Director: Hugh Munro
Planner: Henry Bilson
Digital strategist: Tim Smith
Digital producer: Tamara Wohl
Lead digital designer: Eva Godeny
Digital Designers: Lauren Elliot, Laura Ives
Designer: Mel Watson
Group Content Director: Katie Wong-Hee
Senior Content Manager: Fizzy Keeble
Content Manager: Sophie Finckh
Agency Producers: Simone O’Connor, Katie Bassett

Earned Media & Influencer Agency: Thinkerbell
Earned Media Strategy: Cath King
Influencer Engagement: Georgie Cavanagh

Production DOMUTS TVC: Rabbit
Director: Jeff Low
Editor: Adam Wills
Post: Blackbird

Production Shopfront: Scoundrel
Post: The Editors


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.