If you’re squeamish about loud eating noises – scraps of food flying around and lips licked – turn away now. But first, it may be important to know that dogs, not humans, are responsible for this particular instance of tremendously poor table manners.
Does it do better?
For many dog lovers, the sound of a pet eating loudly is perfectly acceptable. In fact, they consider their dogs’ audible chewing and slurping to be a form of ASMR. Or so that’s what they reported to The Farmer’s Dog – an artisanal brand that took user-generated footage from the puppy meal and turned it into an advertising campaign.
“We were confident real dog people would get it,” said Eric Tsytsylin, brand director for the direct customer company, of the work. “We added the Beethoven piece as background music to give it a sense of the epic of celebration. These are sounds that we love and that we are proud of and that we want to bring to the level of a symphony. “
“The Sound of Real Food” in 30- and 15-second versions offers “the completely imperfect glory” of French bulldogs, Chihuahuas, pugs, labs, beagles and mixed breeds enjoying their food.
“The scraps of food that get stuck on the nose, the pig-like snorts – these are the real moments of dog personality that we love,” said Tsytsylin, “that we know that dog people” get “and that we want to honor our marketing.”
Requesting the footage is easy and makes sense for the Covid-19 era when new commercial production would have been difficult or impossible. The brand already had a ton of videos like this from owners depicting a range of dog behavior, from “the pitter patter of the dog’s anticipatory dance to the slurps and snorts of digging into fresh food”.
The approach is a departure from traditional in-room advertising, which relies on the slightly less guttural sound of dogs crunching on nibbles. Tsytsylin said there is a misconception that nibbles are healthier and “The Sound of Real Food” seeks to destroy that myth.
“The incredible sounds of dogs eating fresh food are the ‘anti-crunch’ in many ways,” he said. “And we wanted to implicitly communicate the fact that animal lovers should and shouldn’t miss this crisis when switching to a really fresh food.”
A growing category
The campaign was launched on television, digital platforms and social media such as Facebook, Twitter and TikTok. The stunning WeTransfer wallpaper quickly surpassed the benchmarks for click and video playback rates, according to the brand.
The ads come at a time of significant growth in the premium natural pet food category, with DTC competitors like Hungry Bark, Sundays for Dogs, and Tailored seeing significant sales spikes.
Brands and analysts attribute the increase, at least in part, to the pandemic, a time when pet adoption is soaring and pampering these new family members has become a fine art. Consumer spending and product intros have increased across designer foods for specific products and pet foods overall, including CBD oil, wearables, vitamin-infused water, and bounce dryer sheets. (The latter is for pet parents).
The Farmer’s Dog, which has been selling fresh, chilled groceries since 2015, has seen its subscriptions increase by 100% from the previous month and sales growth of 400% since that time last year.
Client: The farm dog
Managing Director: Jonathan Regev
Growth Leader: Katie Iles
Brand Manager: Eric Tsytsylin
Integrated Marketing Manager: Arnold Glick
Creative direction: Emily Law
Brand designer: Ramzi Husein
Copywriter: Lloyd Mallison
Paid media manager: Melanie Wiggins
Production company / editorial house: Near Future
Director / EP: Jason Jurgens
Editors: Max Carver, Casey Abbott