TBWA\NZ initiative calls on global CMOs to protect pets

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AUCKLAND, Today: TBWA\NZ has created Paws Off! – a new campaign for Southern Cross Pet Insurance, calling all CMOs around the world to protect pets.

With support from the New Zealand Veterinary Association, Paws Off! is the first freely available warning symbol alerting pet owners to toxic ingredients in human food and drink.

TBWA\NZ CCO Shane Bradnick said: ‘This is a rallying call for brands and marketers to protect cats and dogs from human foods that can make them ill and, in doing so, change the face of pet food safety forever.

“The campaign will form part of Southern Cross Pet Insurance’s ongoing initiative to identify and tackle the threats pets face to help them live their best, longest lives.

“Recent research from Southern Cross Pet Insurance shows that one in three Kiwi pet owners are in the dark about the everyday foods and drinks which can be harmful – or even fatal – to their beloved furry friends. 

“To combat this, the pet insurer, alongside the NZVA, is launching the world’s first freely available warning symbol to educate people on ingredients that are unsafe for pets.

“Free and easy for anybody to use, the symbol comes with simple guidelines and information around what makes certain foods and drinks so toxic.

“CMOs are invited to show their support by applying the Paws Off! symbol to packaging and sharing it on social media.”

TBWA\NZ worked with Herne Bay-based Seachange Studio to create the symbol and design system which is agnostic and can be applied by any relevant brand.

“The agency worked with Seachange Studio to create the symbol and design system which is agnostic and can be applied by any relevant brand.”

Paws Off! is supported by a fully integrated campaign including film, OOH, PR, digital and social.

Shane Bradnick: “We’re really proud to launch this special project with our partners at Southern Cross Pet Insurance and NZVA.

“We hope the warning symbol is adopted by brands far and wide to help educate all humans on items that have the potential to make our pets sick.

“We’ve already had encouraging conversations with lots of brands and businesses about Paws Off!, and I’d like to invite anyone in the food and drink industry to reach out and support Paws Off! in some way.

“Seachange Studio also did an awesome job working with us to create the symbol and design system so it can be easily applied and used.”

Southern Cross Pet Insurance marketing head Bridgette Muir said: “This project is entirely insight-led and has the potential to be truly transformational, helping more pets live their best lives for longer.

“We want manufacturers, suppliers and retailers to use the symbol on their packaging and in their communications. So, we’re laying it down as a challenge to all food and beverage brands.

“Alongside this we have a strong campaign educating people on what’s safe and what’s not for their pets, meaning Paws Off! will make a difference to the wellbeing of thousands of pets.”

SCPI undertook online research with 1000 New Zealanders, aged 18+, conducted by Pure Profile.


Client: Southern Cross Pet Insurance
Agency: TBWA/New Zealand
Social: Eleven NZ
Design Agency: Seachange Studio
Media Agency: MBM NZ
PR: Eleven

About TBWA\New Zealand
TBWA\New Zealand Group is a full service creative, design and CX agency in NZ. It’s part of TBWA Worldwide which has 307 offices in 99 countries. TBWA is part of Omnicom Group Inc., a global marketing and corporate communications company with over 5000 clients in 100 countries.

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