Colenso creates Mars Petcare campaign for the dogs of New York

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NEW YORK, Thursday: Mars petcare brand Puppo has collaborated with Colenso BBDO to create a bespoke ad for every registered dog in New York City – over 100,000 of them.

Puppo is the first nutrition brand incubated by Kinship Labs, part of the Kinship coalition of businesses dedicated to the future of petcare. The New York-based pet nutrition company formulates and delivers personalised dog food for every dog, giving owners the ability to help address their dog’s unique health concerns via a bespoke diet.

Kinship president Leonid Sudakov said: “Kinship is a one-of-a-kind collaboration platform to build the future of petcare, powered by a unique coalition of innovators and talent.

“At the core of Kinship is the desire to work together with our partners like Colenso to deliver this transformational promise.

“The Puppo campaign reflects the essence of this ambition – an innovative partnership highlighting a product built to serve every single customer in a very personal way.” 

While consumer brands traditionally employ mass marketing, Colenso saw an opportunity to play off the uniqueness of Puppo’s personalised service and product, mirroring their direct-to-consumer model in their communications.

“To bring the campaign to life, Colenso created an algorithm that extracted info from publicly available NYC dog licensing data.”

Colenso BBDO CD Kimberley Ragan said: “We all love our dogs, and having your dog, with all his or her unique personality quirks, pigeonholed into small, medium or large breed, isn’t always what’s best for the dog.

“Straying from the typical one-ad-for-100,000 consumers format, instead creating one ad for each of the 100,000+ dogs who live in in New York City, allowed us to connect with owners in a more meaningful way, and help them find the right diet for their pup.”

To bring the campaign to life, Colenso created an algorithm that extracted data from publicly available NYC dog licensing data. Along with a sophisticated modular copy and art direction system, it was able to generate a unique ad for every dog in New York City delivered through OOH placements bought through media-buying platform, Milk Money and dynamic digital media platforms managed by Mediacom.

All dogs are individually addressed by their name and breed, while both copy and art direction spoke to the unique health benefits a Puppo diet could help address for each breed. Dogs are targeted by OOH and digital in the areas they live so their owners can find their dog’s ad and receive 30% off their first Puppo order.

At a time where connected online brands are finding their offline presence challenging, Puppo’s campaign demonstrates the flexibility that start-up companies and direct-to-consumer brands must possess in order to thrive, particularly as a new challenger to the market.

The campaign is OOH-led, and supported with targeted digital display.


Client: Puppo
Kinship president: Leonid Sudakov
Head of Kinship Labs: Winson Wong
Puppo Head of Marketing Adelyn Zhou
Kinship Head of Corporate Affairs: Carrie Deverell
Lead Creative Agency: Colenso BBDO NZ
Media Agency: Mediacom US & Milk Money
Consumer PR Agency: DKC
Social Agency: SocialFly

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