Title | FOOD INFLUENCERS TASTING DOG FOOD |
Brand | FURRY’S KITCHEN |
Product / Service | DOG FOOD |
Category | B09. Use of Social Platforms |
Entrant | OGILVY SINGAPORE, SINGAPORE |
Idea Creation | OGILVY SINGAPORE, SINGAPORE |
Production | FREEFLOW PRODUCTIONS Singapore, SINGAPORE |
Post Production | SONG ZU SINGAPORE, SINGAPORE |
Post Production 2 | HOGARTH WORLDWIDE Singapore, SINGAPORE |
Name | Company | Position |
---|---|---|
Nicolas Courant | Ogilvy Singapore | Chief Creative Officer |
Guilherme Camargos | Ogilvy Singapore | Creative Director |
Alessandro Agnellini | Ogilvy Singapore | Associate Creative Director |
Aritra Dutta | Ogilvy Singapore | Associate Creative Director |
Jonathan Ollivier | Ogilvy Singapore | Associate Creative Director |
Winona Wee | Ogilvy Singapore | Copywriter |
Benjamin Tan | Ogilvy Singapore | Art Director |
Alvin Chin | Ogilvy Singapore | Regional Head of Creative Services |
Qian Hui Tan | Ogilvy Singapore | Social Content Art Director |
Claudio Chock | Ogilvy Singapore | Editor |
Peggy Goh | Freeflow Productions | Director |
Emma Yaomin Liang | Freeflow Productions | Producer |
Jaye Neo | Freeflow Productions | Director of Photography |
Adrian Ooi | Freeflow Productions | Colorist |
Social media created the phenomenon of influencers and in Singapore, many rely on food influencers' stamp of approval for good food. We disrupted the way that dog food brands use social media and influencers by being the first brand to taste-test dog food with the harshest human critics, top food influencers, proving the quality of our dog food. The food influencers ate it, loved it, and wrote glowing reviews on their social media accounts, recommending our dishes made out of dog food to their followers.
Although Singaporeans have high standards for our own food, not the same can be said for our dogs as the majority eat processed kibbles. Furry’s Kitchen is a dog food start-up that creates fresh food for dogs. With more established brands dominating the market, we need to create a campaign that proves the top quality of our dog food in a disruptive way.
To show how fresh and tasty our dog food is, Furry’s Kitchen put it to the ultimate taste test with humans. We invited the harshest critics, Singapore's top food influencers, for a tasting without them knowing it was for dog food. They loved it. Within hours, they praised and recommended our dishes made out of dog food to their followers.
We needed to prove the quality of our dog food so dog owners would consider switching to Furry's Kitchen. As it's common for dog food brands to use dog influencers, we knew we needed to do something disruptive to stand out as a fresh dog food start-up. So we put our dog food to the ultimate test with the harshest human critics, Singapore's top food influencers. In Singapore, many rely on food influencers stamp of approval for good food. Our strategy was to get well-regarded food influencers to try our dog food, proving its top quality. Leveraging on their credibility meant their followers would be convinced as well. As people think dog food is disgusting, we had to ensure the food influencers didn’t know they were eating dog food so that they came in with an unbiased view.
We partnered with prestigious local chef Justin Quek to set up a restaurant inviting the harshest critics, Singapore's top food influencers, for a tasting without them knowing it was for dog food. They loved it. Within hours, they praised and recommended our dishes made out of dog food to their followers. The event was filmed and revealed as a digital campaign targeting dog owners on 8 December 2020. Our film was released on Youtube, Facebook, and Instagram. The campaign was further supported by shorter formats, GIFs, IG stories and visual posts, including screenshots of the food influencers’ glowing reviews.
Furry’s Kitchen made the headline news in Singapore with several publications including Channel News Asia. The national newspaper, Straits Times, asked for a taste and Furry’s Kitchen was given the stamp of approval by their food critics on both a video and print feature. Many engaged with our video online, including the original food influencers who attended our initial tasting event, praising the high quality and how it was indiscernible from regular human food. Some even wrote about the positive experience on sites like High Net Worth. As a result, Furry’s Kitchen saw a 746% increase in online followers and our sales increased by 19.3%. Netizens even asked if they could feed their children our products, and that we should create a real restaurant. Thanks to the campaign, we proved that if our dog food is good enough for Singapore’s top food critics, it’s definitely good for your dog.