The General Store announces Swaggle launch with giant bone

The General Store helped online pet store, Swaggle, launch into the market with a giant bone at Rose Bay Beach.

The announcement:

Canine curiosity has led to a rare discovery on the shores of Rose Bay Beach this week as dogs on their regular morning walk have sniffed out and dug up a gigantic bone. The PR stunt, created by The General Store, was to launch Australia’s newest and happiest online pet store, Swaggle.

The unearthing of this mysterious bone captured the imagination of locals and visitors as their dogs set off a flurry of excitement, roving the sands and digging away at the huge bone. But dog owners soon realised that this discovery was part of a hidden event – the Swaggle Hunt.

Tails wagging and noses to the ground, dogs dug up and won a range of Swaggle products and treats themselves. The grand prize was eventually uncovered, valued at $2000, allowing one furry friend and their owner to enjoy products, treats and toys from the Swaggle website.

“Swaggle is all about delivering pet happiness and making your pet parenting journey easier via our petsonalisation engine, along with Australia’s leading brands, free vet advice and features like 30% off your first Auto-Delivery*. What better way to celebrate pet happiness than with a fun-filled Swaggle Hunt, digging up a giant bone with tonnes of happy pets and pet parents.” Said Emma Wynne, Head of Marketing at Swaggle.

It didn’t take long for word to spread about the huge discovery with Channel 7’s Sunrise dropping by to broadcast live along with appearances from celebrity vet Dr Katrina Warren and an array of influencers including ex-Bachelor star Jimmy Nicholson, wife Holly Kingston and of course their lovable Border Collie, Billie. It was smiles all round as owners and their happy pups enjoyed a media spectacle while excavating the colossal structure.

“It’s no secret that dogs love bones. That’s why we wanted to create the biggest one possible to give a bunch of dogs the best darn day of their lives.” said Marcus Tesoriero, CCO of The General Store. “I just love the irony of the idea. Dogs literally helped dig up and unearth the Swaggle brand themselves – a fun launch for Australia’s happiest online pet store.”

At a brand level, Swaggle has developed an online shopping experience for pets with their ‘petsonalisation’ offering, created to enable pet parents to easily find and understand the most relevant products at the best value for their pets, no matter what age, breed, or life stage. Swaggle Hunt is part of a wider integrated campaign for Swaggle on BVOD, social and outdoor by The General Store and Hatched to help pets find their ‘Swaggle’ and deliver happiness to their door.

*Max discount $30. Offer available to first-time Auto-Delivery customers on eligible products. Offer not available in conjunction with any other coupon codes.


Client: Swaggle
Head of Swaggle: Chad Burke
Head of marketing: Emma Wynne
Digital marketing manager: Elena Richards
Performance & growth marketing: Luke Sabatini
Creative Agency: The General Store
Chief creative officer: Marcus Tesoriero
Creative: Daniel Li
Creative: Mitchel Taylor
Agency partner & CEO: Matt Newall
Managing director: Sophie Lander
Group account director: Andrew Henderson
Senior account director: Kiki Jones
PR: Venus Landero
Producer: Kieran Dean
Director of photography: Ben Forrest
Photographer: Charlie Grant

Source: The General Store


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