Campaign details

Brand: Cesar
Brand owner: Mars
Lead agency: BBDO Taiwan
Contributing agencies: Carat, Artgital Interactive Solutions
Country: Taiwan
Industries: Petcare
Media channels: Online display, Outdoor, out-of-home, Online video, Public relations, Social media
Budget: Up to 500k

Executive summary

International pet food maker Cesar was stagnant in the pet food category. Wet dog food is considered a luxury treat in Taiwan, and this led to lower penetration and a preference for dry food. In 2017, Cesar launched a campaign to refresh its brand image and increase penetration in the wet food category.

The campaign combined a physical event and an online viral video, leveraging the notion of 'sharing' in interpersonal relationships. Taiwanese families share food as a way to express their love and esteem for one another, but in the owner-pet relationship, dogs are not considered integral to this unique familial custom.