Alpo Dog Food: The World's First Dog Billboard

Ogilvy Brand Activation, South Africa utilised the insight of a dog's instinct to bury and dig up its favourite food. The agency buried a delicious variety of different flavoured Alpo sample packs in a dog park and allowed dogs to follow their instincts, revealing the flavour that appealed most to them.

The audience was targeted directly, in a place familiar to them - dog parks, where they love to go for exercise, to unwind and interact. So by using this simple insight, in the right place at the right time, the agency was able to interact with the largest possible number of dogs and their owners, with each activation. Allowing our target market to sample the product and tell their owners what their favourite flavour of Alpo dog food is.