Mayver’s Foods, best known for its natural peanut butter range, was preparing for a product launch into an entirely new category – Rover’s Rewards, a peanut butter-based treat for dogs. This marked a bold move into the pet category, targeting a different audience with a different product in a highly competitive space.
With distribution secured across Coles and Woolworths, the brief was clear: let Aussie dog owners know there’s a healthy, tasty new option on shelf, and drive in-store sales during the launch window.
Australia has one of the highest pet ownership rates in the world, with over 69% of households owning a pet (dogs being the most popular). As pets increasingly take centre stage in family life, dog owners are seeking more premium, natural alternatives to traditional treats.
But breaking through in the pet category isn’t easy. It’s crowded, purchase decisions are often made on impulse, and legacy brands dominate shelf space. We needed to reach the right audience with scale, and influence behaviour at the point of purchase.
We developed a media strategy built on two core objectives:
Build national awareness for Rover’s Rewards and establish it as a credible new player in the pet treat category.
Drive purchase intent by placing the brand front and centre where and when buying decisions were being made.
To maximise the effectiveness of our media buy, we leveraged geo-spatial data to identify the highest indexing suburbs for dog owners and transactional data to identify the top-performing stores by category spend. This allowed us to prioritise locations with the highest opportunity, ensuring the campaign delivered not just reach, but tangible results.
The creative was fun, playful, and unmistakably dog-focused, designed to grab attention and generate curiosity whether commuters were on the road or at the shops.
We rolled out a national, multi-format out of home campaign, combining mass awareness with proximity targeting.
This included high-impact digital billboards placed along key arterials in pet-loving suburbs across Australia and retail panels and shopping centre placements located within 50 metres of Coles and Woolworths stores stocking Rover’s Rewards. A strategic mix of static and digital formats ensured maximum flexibility and visibility throughout the path to purchase.
This approach delivered both broad-scale brand awareness and conversion-focused visibility, ensuring Mayver’s was top-of-mind in the critical final moments before purchase.
The campaign was a huge success, delivering real results for Mayver’s.
Reached 46% of Australians aged 25–64 nationally, with an average frequency of 5.4.
Delivered a cost-efficient CPM under $3.50, maximising impact across a broad, high-value audience.
Drove Mayver’s best sales month to date, with the product selling out across multiple stores.
Generated positive consumer feedback and social buzz, with strong interest reported both at shelf and online.
“Mayver’s has had a highly successful partnership with Hawkeye for numerous campaigns. Their in-depth industry knowledge, understanding of our brand, and ability to consistently provide strong strategic recommendations have delivered outstanding results for our brand.”
– Bethaney George, CEO, Mayver’s Foods
