MPM Products – 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 brand experienced double-digit sales growth following the activation. Applaws continues to report increased engagement metrics on social media as well as increased visitation on the website.

The SantApplaws activation was awarded with Gold at the 2018 Sydney Design Awards in the Marketing – Sales Promotion category.