CLIENT
Masterfoods USA , Marc Inc.
John Curtiss, VP Marketing
Kelty Logan, Franchise Dir.
AGENCY
Yuko Tsuchiya, VP- Management Supervisor
Tom Hollerbach, Pres./CEO
Jim Lesser, EVP- Creative Dir.
Sakol Mongkolkasetarin, VP- Associate Creative Dir.
Steve Howard, Sr. Copywriter
SUMMARY
In order to build a strong and loyal customer base, Cesar had to convince small dog owners, who are so into their dogs that they normally cook homemade meals for them, that Cesar was a luxury, gourmet food good enough for their dogs. The campaign combines a TV spot demonstrating the quality of Cesar Food for Dogs by making the point that it is so good you'll think it's human food and print executions that used celebrities as aspirational testimonials. Results from the campaign have been phenomenal and surpasses all goals with gross sales volume increased growth of 19%, intent to purchase at a 3% increase and an all-time high market share of 10.1%.
