All-natural pet food company The Honest Kitchen is rolling out a digital and retail campaign that encourages pet owners to get their dogs and cats to confess.
The campaign is part of the company’s strategy to build consumer awareness by providing shareable content.
More than 600 retail stores across the country will display an Honest Kitchen pop-up background where pet owners can snap a photo of their pet with an honest confession – something like ‘I still don’t know what a good boy is’ – and submit it for a chance to appear in The Honest Kitchen’s 2016 pet calendar. Contestants will also have the chance to win a grand prize getaway weekend to take a trip with their pet.
There is also the option to enter on social media using the hashtag ‘#HonestPetsContest’ on Instagram or Twitter, or upload pet photos directly to honestpetcalendar.com.
The campaign is agency RTO+P's first work for the brand, which won The Honest Kitchen's creative business earlier this year.
Chief marketing officer of The Honest Kitchen Mike Steck told The Drum that while in the past the brand was more heavily focused on building awareness at the retail level through distribution and placement of its products, it’s now trying to create awareness and engagement on the consumer level.
“We wanted to create an experience within the store that stands out and is something that store associates can get behind and be advocates for,” he said, adding that the social aspect introduces people to The Honest Kitchen who had maybe never heard of it before.
As part of the campaign, The Honest Kitchen is also offering sample bundles and coupons to redeem in store. Online, consumers can vote for their favorite confession and can earn samples or coupons.