2023 Winner

CASE SUMMARY

The Chewpons campaign by Milk-Bone aimed to connect with a growing segment of young, social media-driven consumers who were winning with niche dog treat brands. Milk-Bone, as a mature brand, faced the challenge of staying relevant and increasing their social media presence.

The campaign involved turning the things dogs chew into customized Chewpons, coupons for Milk-Bone treats. Consumers were asked to send pictures of their chewed-up items through social media, and in exchange, they were provided with unique URLs to download digital or printable Chewpons. The coupons were active at easily accessible retailers nationwide, from PetSmart to Walmart and more.

The initiative was heavily targeted towards young pet parents who had puppies and featured relatable bitten-up imagery in a promoted online video and print media. With a small but targeted $10,000 media budget, the Chewpons program became Milk-Bone’s most talked about social media campaign ever. The campaign resulted in a 215% increase in Facebook visits and a 132% increase in Instagram followers. Additionally, there was a 7,600% increase in Facebook page reach.

Overall, the Chewpons campaign successfully targeted a new and essential segment of young pet parents with puppies and helped Milk-Bone increase their social media presence.

Credits

Agency: Leo Burnett, Toronto
Client: Smucker Foods of Canada Corp.

Creative Agency: Leo Burnett, Toronto
President: Ben Tarr
Chief Creative Officers: Steve Persico, Lisa Greenberg
SVP, Head of Account Management: Natasha Dagenais
Chief Strategy Officer: Tahir Ahmad
Creative Director: Kohl Forsberg
VP, Group Creative Director, Design: Man Wai Wong
Copywriter: Aisling Penco
Art Director: Angelo Roldan
Designer: Angelo Roldan
VP, Group Account Director: David Buckspan
Group Account Director: Daniel Zimmerman
Account Director: Krzysztof Iwanicki
Account Supervisor: Janelle Pepin
Digital Project Manager: Tom Degez
Editor: Jason Grebski
Animator: Dan Purdy
Producer: Tania Gaudio
VP, Post and Print Production: Gord Cathmoir

Photographers:
SATY+PRATHA (Saty Namvar and Pratha Samyrajah)
Prop Stylist: Chad Burton
Photo Assistant: Dustin Parr
Motion Direction: Satay Namvar and Pratha Samyrajah

Music House: Vapor Music
Music Producer: Erin Scott
Composer & Creative Director: Brendan Quinn
Audio Engineer: Julian Rudd
Sound Designer: Levi Considine

Post Company: The Vanity
Producer: Nicole Labbe
Colourist: Brock Cruess

Media Agency: Spark Foundry Canada
VP, Group Account Director: Paul Hewitt
Account Director: Sarah Crouch

Client: Smucker Foods of Canada Corp.
Vice President Marketing, Smucker Foods of Canada Corp.:
Adam Zitney
Director, Integrated Consumer Experience: Jenny Thorne
Director of Marketing, Pet: Nancy Murphy
Integrated Marketing Communications Manager: Marisa Hattem