Hill’s Goes Guerrilla to Engage Health-Conscious Pet Owners
To generate trial for its newly re-branded Nature’s Best dog food among health-conscious pet owners, Hill’s Pet Nutrition went guerrilla in eight markets from June to November, distributing more than 1.2 million samples.
Two days prior to each event, the brand put up lost pet posters in coffee shop windows and on bulletin boards with pictures of plush dogs and their food preferences. The next day, new posters went up that said, “Have you seen us?” and the physical stuffed animals appeared in public gardens and on telephone poles. Finally, on the day of the event, custom hand carts full of the toys and dog food samples were on site with brand ambassadors ready to engage and give out the goods.
The two-day stealth preview campaign served as an icebreaker for the sampling teams, providing a simple way to engage target pet owners. Consumers reported that the posters had put them on the lookout for something pet-related.