Campaign details
Brand: CesarBrand owner: MarsLead agency: BBDO TaiwanContributing agencies: Carat, Artgital Interactive SolutionsCountry: TaiwanIndustries: PetcareMedia channels: Online display, Outdoor, out-of-home, Online video, Public relations, Social mediaBudget: 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....