From shoes to couch cushions, kid's toys to TV remotes, dog owners across the country have seen their share of nibbled or gnawed household items. Fido's ferocious chomping generally … read moreleaves these items unusable and worthless, but a new program from Milk-Bone is turning them into their favourite treat. Launching on Facebook and Instagram, the "Chewpons" initiative is inviting people to submit a photo of their chewed-up item to Milk-Bone in exchange for a $2.50 coupon to be put toward their next Milk-Bone purchase.
Agency: Leo Burnett, Toronto
Milk-Bone will post some of the best (or is that worst?) photos on its social channels (@MilkBoneCA on Instagram & Milk-Bone Canada on Facebook). Many Canadians have already submitted photos of chewed-up things that range from the relatively insignificant (a stuffed animal), to the truly heartbreaking (a new sofa,) and everything in between. Running on social, the initiative is being led by a promoted video and supported with reposted and organic content. Content for the campaign was captured by the award-winning photography duo SATY+PRATHA. The contest is underway now, so dog owners should get photographing. Unless the dog found your camera. The submission window is open until May 11.
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