Applaws Pet Food

As a premium pet food brand with low brand awareness in the Australian and New Zealand markets, Applaws engaged Toast to elevate their identity with a full-service marketing implementation. Toast have managed and defined their yearly overall strategy, marketing plan, social media content plan & digital tactics. We’ve created a unique communications platform under the concept of good.well.happy; developed a refreshed visual identity; created a pool of strong content & design assets; boosted their social media presence and engagement with a series of key brand activations, competitions and acquisition campaigns.

In December 2017 Toast created a one-of-a-kind Christmas activation in partnership with charity Pets in the Park. We set up a SantaLand in Centennial Park, where we took free professional photos with our Santa, for any pet and owner who walked past. We gave out free gift bags and laid out a “doggy buffet” for owners to let their dogs try Applaws pet food. For each photo taken, and each photo like on Social Media, Applaws donated a meal to a less fortunate animal through Pets in the Park.

The activation was a huge success: it ran for two Saturdays in December and just under 4,000 meals were donated. The enhanced engagement with our audience was reflected by a significant boost of Social Media engagement and website visits. The event generated a highly positive and emotional response amongst the audience and allowed the brand to achieve much larger exposure.