Cesar Promo, Case study WEST HIGHLAND HERALD by BBDO West

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Industry Pet Food, Pet Care Products & Services
Media Promo & PR, Case study
Market United States
Agency BBDO West
Executive Creative Director Jim Lesser, Jon Soto
Art Director Roz Romney, Erin Butner
Copywriter Quentin Shuldiner, Mike Lopez, Elisabeth Seng, Alex Grinton
Released March 2009

Credits & Description

Category: Best Use of Newspapers
Product/Service: DOG FOOD
Date of First Appearance: Mar 30 2009 12:00AM
Entrant Company: BBDO WEST, San Francisco, USA
Executive Creative Director: Jim Lesser (BBDO West San Francisco)
Executive Creative Director: Jon Soto (BBDO West San Francisco)
Creative Director/Copywriter: Jack Harding (BBDO West San Francisco)
Copywriter: Alex Grinton (BBDO West San Francisco)
Copywriter: Quentin Shuldiner
Copywriter: Mike Lopez
Copywriter: Elisabeth Seng (BBDO West San Francisco)
Art Director: Roz Romney
Art Director: Erin Butner (BBDO West San Francisco)
Media placement: Newspaper - Newspaper Distribution in New York, San Francisco, Atlanta, Chicago, Dallas, LA, - 30/03/2009

Results and Effectiveness
We handed out nearly 300,000 copies of our doggie newspaper along with free coffee to morning rush hour commuters in major US cities. • Page views to the cesar.com increased by 343%, visits rose by 233%, time spent went up by32% • Pass around and word-of-mouth resulted in more than 16.6 million impressions • Buzz inspired a real news story in the New York Times

Creative Execution
To announce the first ever gourmet breakfast for dogs, we created the first ever morning newspaper for dogs, The West Highland Herald. • Every word written about dogs, by dog authors • Included world and regional dog news, canine fashion column and celebrity dog gossip, even doggie sports page and classified ads • Featured two print ads to announce the arrival of Cesar Sunrise

Insights, Strategy & the Idea
Cesar is a gourmet dog food for small dogs. In 2009, they created a breakthrough new product—the first ever breakfast entrees for dogs, Cesar Sunrise. The challenge was to convince consumers to add the act of feeding their dog breakfast to their already well-worn morning routine. And accomplish that goal with a very limited budget.