Edgard and Cooper Campaign by AmaniAlshaya

#FreshFoodFelineGood

Brand

Edgard and Cooper is a premium and sustainable dog and cat food brand that focuses on changing the pet food industry by selling naturally nutritious pet food. Feed Them, Feel Good

Our Objective

To increase awareness of Edgard & Cooper’s cat food range by reaching cat food shoppers in an engaging and meaningful way.

Our Strategy

To create an engaging social media campaign and an interactive pop-up event in malls across Europe to increase brand awareness and reach new customers.

Our Vision

A campaign using a friendly and humorous tone to promote the cat food range and the brand’s ethical strategies will engage new customers and encourage them to find out more about the brand and eventually make purchases. Targeting new customers using 2 different methods, social media and a pop-up, increases the potential for Edgard & Cooper to gain more recognition. This campaign is also designed to be easily shared amongst friends and family.

Our Campaign Name

Fresh Food, Feline Good

Let’s Get To Know Our Target Audience!

NAME: Sarah Martin AGE: 27 yrs. old MARITAL STATUS: Single OCCUPATION: University Graduate INCOME: Less than 50k per year SOCIAL MEDIA ACTIVITY:

Sarah

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Sarah had moved into her own apartment at the age of 25 and adopted a kitten whom she named Mittens.

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Sarah is incredibly loving to Mittens; she treats him as though he were her biological child.

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Before purchasing anything for her beloved pet-child Mittens, she first conducts an extensive amount of research to validate whether the product is healthy and natural for her pet (child).

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She opts to purchase products that offer sustainable packaging and as for food, are made from natural ingredients; she’s not afraid to spend extra money for the welfare of Mittens and the planet.

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Collectively, she spends 2 hours a day on social media primarily, Instagram posting stories and photos of Mittens and sometimes uploads videos to Tik Tok of Mittens’ funny moments.

INSTAGRAM FACEBOOK

Mittens

TWITTER TIK TOK

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Mittens is a loving cat who is very affectionate and territorial. He gets taken to cat meet ups and visits cat cafes with his human mum Sarah.

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He is trained to communicate his needs clearly and he won’t have a problem to walk off in disgust to the things he does not like, he is yet still hopeful that someday he will receive food which his owner could approve of.

Rema & Lorden •

Mr and Mrs Tedez have been a married couple for 20 years, they are passionate animal lovers who have a strong love for cats.

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They both have cared for many stray cats and adopted ones throughout their childhoods and overall lives.

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Mr Tedez is a veterinarian who devotes his time to care for all kinds of animals; with his extensive amounts of knowledge he is very critical and observant of the ingredients that most food brands claim to contain. He knows exactly what is best for his beloved Cat.

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His wife, Rema is a animal rights activist who is an ambitious blogger, blogging about their lives and the many things that animals can teach us. Their cat Celix is the star of the blog.

Celix •

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Celix is an incredibly playful and active cat. Celix is not a fussy cat as most because he’s never really had a problem with the food he has been fed, his human parents know what is nutritiously valuable to him. Both parents are very busy with their successful occupations so they no longer have time to cook food for Celix. That is why they are looking for natural human grade food to purchase.

NAMES: Rema & Lorden Tedez AGE: 40 & 45 yrs. old MARITAL STATUSES: Married to each other

OCCUPATION: Blogger & Veterinarian INCOME: Together they earn 80k per year SOCIAL MEDIA ACTIVITY: (both share accounts) INSTAGRAM FACEBOOK TWITTER TIK TOK

Social Media Campaign

Edgard & Cooper’s Social Media Activity INSTAGRAM

FACEBOOK

TWITTER

TIK TOK

The brand is social and interactive with their followers, especially on Instagram and Facebook. Therefore, we decided to focus on reaching cat food shoppers mainly on those platforms.

COMPETITOR BRAND ANALYSIS PRICING

KEY MESSAGE

TARGET AUDIENCE

WHISKAS

£0.30 (85g of wet food)

Product Nutritional Value

FELIX

£0.45 (85g of wet food)

£0.90 (85g of wet food)

ROYAL CANIN

GRAB ATTENTION BY

SOCIAL ACTIVITY

Cat owners, food available in 40 countries

Wide Availability in Stores

Largely social, platforms available in many languages

Love for Cats=Care for Nutrition

Any Cat Owner, affordable for all

Work under Purina who have a range of pet food brands

Not a large social presence, release Tv adverts here and there

Passion for health of every Cat/Dog

Cat and Dog owners willing to spend a little extra for quality

Their strong commitment to health & nutrition of pets

Very Social with their audience, platforms available in many languages

Instagram Filter Game

Interactive filter that emphasizes the fresh and nutritious ingredients used in Edgard & Cooper’s cat food. To play: move your head side to side to control the food tin and catch as many ingredients as you can. Friends and family can share results with each other which increases brand awareness

CLICK IMAGE TO VIEW THE FULL ANIMATION

Instagram Filter Game

Interactive filter that allows you to interact with your cat to find out what their favorite wet or dry food recipe is from Edgard & Cooper’s range. To play: face your camera at your then tap and hold the record button to start. It includes the logo and call to action throughout the game

CLICK IMAGE TO VIEW THE FULL ANIMATION

Instagram Sponsored Feed Post