Natural pet food brand Halo has found a new--and very direct--way to tell you why to buy its product--it produces nice poop.
Over the years, pet food ads have gradually shifted from concentrating on the flavor and taste of food to focusing on its health benefits. While Halo's campaign is an extension of that, it goes further, but to combat the ick factor, it mines the potential humor of poop with a halo-ed poop-emoji style animation named "Poopsie."
The animated poop appears in a cutesy musical (seen here), which is running on TV in Ottawa only, as well as in a longer-form educational video and various shorter clips including one that homes in even more on just why the poop is good (small, well-formed, easy to scoop and a "good listener," apparently), and another with a DJ-ing dog. The overall message is that Halo is made with whole meat for superior digestibility and "The Proof is in the Poop."
RPA created the campaign. As well as the social and digital ads, Halo "Poopsie" character will appear in display, radio and OOH ads.