Schmackos offers $250,000 ‘reward’ for lost dog, Roger

Mars Petcare’s Schmackos brand has launched a “search” for the star of its TV commercials, Roger the dog, led by his owner Dorothy.

The competition-based campaign, created by Sapient Nitro Melbourne, has seen “lost dog” posters placed on more than 15,000 power poles across the country offering a $250,000 reward for the return of Roger, who went missing after a trip to the ‘Schmackoville Schupermarket’.

A ‘search party’ website has been created where customers can register with a Schmackos Popcorn or Strapz product barcode to follow a series of clues posted weekly for eight weeks.

Each clue will lead people to the where abouts of Roger, with the major prize winner to receive $250,000.

The campaign, which runs until mid July, includes above-the-line promotion via outdoor, print, radio, point of sale, and TV, together with social media components via a “lost dog” Facebook page and Dorothy’s Twitter profile.

Sean Hanneberry, Sapient Nitro Melbourne MD, said: “It’s a new direction for the brand that represents a much richer and immersive experience for the Schmackos consumer.”

Schmackos Dorothy, Mumbrella


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