Mars Petcare launches ‘breakfast cereal’ for dogs
Mars Petcare has revealed a teaser campaign for its My Dog brand to be the launch of a new dog food product aimed at the breakfast market.
The My Dog sub-brand, Brekkie Bites, will aim to tap into dog owners’ practice of allowing their dogs to snack on the food they eat during breakfast, such as cereals and toast.
The new product launch has been supported by a teaser print campaign, created by Clemenger BBDO Melbourne and media by Starcom Melbourne, in conjunction with Fairfax newspapers.
The teaser ads featured a picture of My Dog’s brand icon, a West Highland terrier named Imelda, with the copy: “The Paw is coming. Keep your ears pricked.”
Yesterday, Mars launched supplements in The Sunday Age and Sun Herald, created by Fairfax Custom Publishing. The newsletter style lift out, called The Paw, promoted the launch of Brekkie Bites.
Natalie McWilliams, My Dog brand manger, said in the supplement: “It is essentially a morning breakfast cereal designed with a dog’s need in mind.”
The supplement also features other dog-related lifestyle content.
The packaging of Brekkie Bites is a box format, designed to imitate a regular box of cereal.
The launch is also being supported by in-store sampling and magazine advertising.
Brekkie bites is being rolled out across Woolworths and will be in Coles stores on Monday.
Mars Petcare’s other brands include Pedigree, Whiskas, Dine and Schmackos.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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I saw one of those newsletters on the sidewalk this morning and rolled my eyes.
Would have been a nice design brief – but the dog being people thing has gone too far now, right?
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@Ivana
When I saw the dog-bikini stand at the Easter show I … I … I was speechless.
Now nothing in the ‘dogs as people’ area surprises me.
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As someone who works in the ‘dogs as people’ area (and used to work with kids’ cereal) this isn’t that surprising… but wow, that food is bound to be as good for your dog as kids’ cereal is.
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I would love to see this concept rolled out to other animals.. BF for Cats too LOL
Smart marketing… Makes people think that their pets ‘Need’ every dish to be different!!!
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Looking forward to the launch of Coco Pups, Woof Loops, Woofti-Grain and Special Kanine. I wonder what kind of promotional premiums will be inside the packs?
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@ KS – well if our pets get fat like our kids then they can always go on the diet dog food being spruiked these days. There is a solution for everything!
There seems to be more development of pet foods these days than for humans. What that says about us is open to interpretation…
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hahaha Damo – Love it! Coco Pups … Very funny!!!
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@Damo: Special Kanine – giving away gold here!
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I was somehow expecting Mars petcare to be launching Mars Bars for dogs… go figure.
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