Galaxxy Pet-food Print, Promo, Case study Dog Radio by Grabarz & Partner Hamburg

Dog Radio

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Industry Pet Food, Pet Care Products & Services
Media Print, Magazine & Newspaper, Promo & PR, Case study
Market Germany
Agency Grabarz & Partner Hamburg
Executive Creative Director Ralf Heuel
Creative Director Tom Hauser, Ralf Heuel
Art Director Jan Woelfel
Copywriter André Hennen
Released February 2010


Cannes Lions 2010
Media - Silver

Credits & Description

Type of entry: Use of Media
Category: Best Use of Radio
Product/Service: NATURIA DOG FOOD
Executive Creative Director: Ralf Heuel (Grabarz & Partner)
Creative Direction: Tom Hauser/Ralf Heuel (Grabarz & Partner)
Copywriter: André Hennen (Grabarz & Partner)
Art Direction: Jan Woelfel (Grabarz & Partner)
Advertiser's Supervisor: Carsten Isernhagen (Galaxxy Pet-Food)
Account Supervisor: Denise Ewald (Grabarz & Partner)
Director: Torsten Hennings (Studio Funk, Hamburg)
Director: Ralf Heuel (Grabarz & Partner)
Sound Engineer: Torsten Hennings (Studio Funk, Hamburg)
Film Production: (The Shack)
Results and Effectiveness:
12,768 cans of dog food sold in the month of flighting! 28% more than in the previous month!
Creative Execution:
The highest radio frequency is 15 KHz – exactly the frequency that dog whistles have. People can’t hear this frequency or they can only barely hear it, while dogs hear it very clearly. We used technology to recreate a 15 KHz tone and played it every time NATURIA was mentioned in the ad. For dog owners, it appeared as if their dogs really did react to the NATURIA name in the ad.
Insights, Strategy and the Idea:
The brief was simple: advertise the high quality of NATURIA dog food and increase sales. The problems: a highly-competitive market and a tiny budget. The target audience is made up of people who really love dogs. It turned out that radio advertising is the most effective and affordable way to reach this target market.