The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Magazine / Series
Annual ID
OS23_PT035M
About the Work
Milk-Bone is the #1 most trusted dog treat brand in Canada, but they faced tough competition from new brands entering the marketplace who were winning with a niche but growing segment of young, social-media-driven consumers with a puppy-aged dog.
The challenge Milk-Bone faced is how they, as a mature, leading brand, connect with this growing consumer segment in a new and relevant way. Historically, Milk-Bone didn’t have a lot of presence on social media, so the campaign’s goal was to increase their Facebook and Instagram followers by at least 50%.
Dogs love to chew things. It’s in their nature: homework, table legs, pillows, wallets, and just about anything they can get their paws on. And while pet parents love their dogs unconditionally, that love can be tested when they find another thing that’s been chewed on that shouldn’t have been. So, we wanted to give them something better to chew on: Milk-Bone dog treats.
We turned the things dogs chew into coupons for dog treats. To get one, dog owners sent us pictures of their chewed-up stuff on social, and we replied with customized coupons for Milk-Bone treats.
We received DMs of chewed-up things that ranged from the sentimental, like a stuffed animal, to the truly heartbreaking, like a passport (and everything in between). And with the help of our partners at WebSaver, we could provide redeemable coupons in exchange. The coupons were active at easily accessible retailers nationwide, from PetSmart to Rexall, Walmart and more.
With a small but targeted $10,000 media budget, the Chewpons program became Milk-Bone’s most talked about social media campaign ever. With a 215% increase in Facebook visits and a 132% increase in Instagram followers. Plus, a tail-wagging 7,600% increase in Facebook page reach. That’s how we targeted a new and essential segment of young pet parents with puppies.
The challenge Milk-Bone faced is how they, as a mature, leading brand, connect with this growing consumer segment in a new and relevant way. Historically, Milk-Bone didn’t have a lot of presence on social media, so the campaign’s goal was to increase their Facebook and Instagram followers by at least 50%.
Dogs love to chew things. It’s in their nature: homework, table legs, pillows, wallets, and just about anything they can get their paws on. And while pet parents love their dogs unconditionally, that love can be tested when they find another thing that’s been chewed on that shouldn’t have been. So, we wanted to give them something better to chew on: Milk-Bone dog treats.
We turned the things dogs chew into coupons for dog treats. To get one, dog owners sent us pictures of their chewed-up stuff on social, and we replied with customized coupons for Milk-Bone treats.
We received DMs of chewed-up things that ranged from the sentimental, like a stuffed animal, to the truly heartbreaking, like a passport (and everything in between). And with the help of our partners at WebSaver, we could provide redeemable coupons in exchange. The coupons were active at easily accessible retailers nationwide, from PetSmart to Rexall, Walmart and more.
With a small but targeted $10,000 media budget, the Chewpons program became Milk-Bone’s most talked about social media campaign ever. With a 215% increase in Facebook visits and a 132% increase in Instagram followers. Plus, a tail-wagging 7,600% increase in Facebook page reach. That’s how we targeted a new and essential segment of young pet parents with puppies.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Leo Burnett Canada / Toronto
Art Director
Angelo Roldan
Copywriter
Aisling Penco
Chief Creative Officer
Lisa Greenberg
Steve Persico
Creative Director
Kohl Forsberg
Brendan Quinn
Editor
Jason Grebski
Group Creative Director
Daniel Zimmerman
Photographer
Pratha Samyrajah
Saty Namvar
Producer
Tania Gaudio
Nicole Labbe
Sound Designer
Levi Considine
Account Director
Krzysztof Iwanicki
Sarah Crouch
Account Supervisor
Janelle Pepin
Music Producer
Erin Scott
VP Group Account Director
David Buckspan
Paul Hewitt
Audio engineer
Julian Rudd
Chief strategy Officer
Tahir Ahmad
Colourist
Brock Cruess
Digital Project Manager
Tom Degez
Director of Marketing, Pets
Nancy Murphy
Director, Integrated Consumer Experience
Jenny Thorne
Integrated Marketing Communications Manager
Marisa Hattem
Managing director
Natasha Dagenais
Motion Director
Pratha Samyrajah
Saty Namvar
Photo assistant
Dustin Parr
President
Ben Tarr
Prop stylist
Chad Burton
Senior Developer
Dan Purdy
Vice President, Marketing
Adam Zitney
VP, Group Creative Director, Design
Man Wai Wong
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