Mayver's Foods
Product launch into a brand new category for Mayver’s – pet food.
Results
The Context
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.
The Opportunity
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 at scale and influence behaviour at the point of purchase.
The Solution
We built a strategy around two objectives: establishing Rover’s Rewards as a credible new player in the pet treat category, and driving purchase intent by putting the brand front and centre where buying decisions were made.
Using geo-spatial data to identify the highest-indexing suburbs for dog owners and transactional data to pinpoint top performing stores by category spend, we prioritised locations with the greatest opportunity for tangible results.
This came to life through a national, multi-format OOH campaign pairing high-impact digital billboards with retail panels within 50 metres of Coles and Woolworths stores stocking Rover’s Rewards. The campaign delivered both awareness and conversion, keeping Mayver’s top-of-mind in the critical final moments before purchase.
What the client said
