Schmackos: Kennel

Schmackos is the top dog treat in Australia where everyone knows the brand’s tagline ‘Dogs Go Wacko for Schmackos’. In order to get a new generation of dog owners who have grown with the brand’s famous ad campaign to witness their dogs go wacko for Schmackos first-hand, adam&eveDDB and Schmackos devised the world’s first Dog Test Kit. Now and then people end up owning a pet that they think is a dog, but it turns out to be something else. The Dog Test Kit is a revolutionary invention consisting of nothing but a dog treat. The ultimate test to find out if your dog really is a dog, simply by giving them Schmackos and watching their reaction - because dogs go wacko for Schmackos, imposters don’t. The test-kit launched alongside a major campaign across TV, DOOH, VOD, radio, digital display and social campaign. The tongue-in-cheek TV ad makes dog owners aware that they might have an imposter dog and invites them to order a Schmacko’s Dog Test Kit to find out for themselves if their dog really is a dog. Cut-downs across Schmacko’s social channels encourage pet owners across Australia to sign up for their own kit. Test kits sold out within a week of launch, with 15,000 dogs tested and over 20k+ owners signing up.