Ivory Coat likens active people to active pets in first work from The Royals

Grain-free Australian pet food brand, Ivory Coat, has launched its first campaign from recently appointed creative agency The Royals.

‘For pets as healthy as you’ positions the brand as the obvious choice for fit and active pets by showcasing the performance of naturally fit adults and children thriving – and making the simple point, if they were a dog or cat, they’d probably eat Ivory Coat.


Other assets:

Cat 15″:
Kitten 15″:
Puppy 15″:

The integrate campaign launched on Sunday 8 May and is running across social, print, OOH, PoS, digital and PR, including tactical executions in print and digital.

There are four 15-second spots, each likening an active person to a cat, dog, kitten and puppy. In one of the spots, a man sprints through hurdles on a field, with his narration explaining “peak performance starts with optimal nutrition, pre-biotics, superfoods and real Aussie meat’. As the camera pans to face him front on after his run, the man finishes ‘that’s why if I was a dog, I’d eat Ivory Coat’. The spot finishes on an image of the product, pictured besides the tag line ‘for pets as healthy as you’.

The Royals executive creative director Sebastian Vizor said: “While we love cute cat videos and pictures of adorable dogs as much as the next pet lover, we chose to leave them out of our campaign as a way of cutting through the category conventions. The pet food market is hugely competitive and the advertising mostly generic, and we were determined to bring a fresh approach to the task of getting Ivory Coat in more dog and cat bowls across Australia.”

One of the outdoor executions

Josh Wheeler, marketing manager, dog portfolio at Ivory Coat, added: “We loved the idea of showing the benefit of Ivory Coat’s Australian heritage and natural ingredients from a human perspective, and it was the reason we awarded the business to The Royals.

“Our mission is to deliver better nutrition and a healthier lifestyle for Australia’s pets through naturally Australian, high-quality and naturally nutritious pet food made from Australian meat and superfoods made right here in Australia. ‘For pets as healthy as you’ is a strong, simple idea that communicates Ivory Coat’s brand benefit in a clear yet unexpectedly bold way.”

Campaign: “For pets as healthy as you”
Client: Real Pet Food Company – Ivory Coat
Marketing Manager, Dog Portfolio: Josh Wheeler
Brand Manager, Ivory Coat: Connie MacLulich
Creative: The Royals
Director: Justin McMillan
Production Company: Filmgraphics
Executive Producer: Anna Fawcett
DOP: Matt Toll
Sound design: Sonar Music
Head Of Sound: Timothy Bridge
Offline: The Institute of Post
Editor: Michael Houlahan


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