Pooch & Mutt?s video, parodying the John Lewis Christmas advert, has had over?1 million views and 8.9 thousand shares on Facebook. It surpassed all other independent pet food brand campaigns on social media in the UK and led to their Christmas range selling-out nationwide.
Pooch & Mutt have had huge success combining special edition Christmas products with viral marketing. They launched two limited edition Christmas dog treats; The ?Christmas Dinner with No Sprouts? launched in late October and the ?Triple-Tier Dog Treat Tin? launched in November.
The launch was backed by a ?Spinal Tap? inspired mockumentary parodying a larger brand?s Christmas campaign.
Pooch & Mutt?s founder, Guy Blaskey commented, ?I saw that one of the biggest ads of the year featured a dog and knew this was going to be the Christmas year of the dog, and that we had to do something about it. We teamed up with a top international production company, writer and director and developed the idea into a mockumentary, inspired by Spinal Tap and The office. Our focus was to give people what they wanted; for the audience that meant something that they actively wanted to watch and share, for the little girl that meant getting on the trampoline and for the dog that meant some healthy, tasty treats.?
The video soared to half a million views on Facebook within the first few days of its release and is currently sitting at 1.2m views, 8.9 thousand shares and over 9,000 likes. It caught mainstream media attention and was featured in GQ magazine, on MTV and voted number one parody of the John Lewis Christmas advert by international publication PR Week.
The critical and popular acclaim achieved by the video led to sell out sales of Pooch & Mutt?s Christmas range. The success represented the company?s seventh successive year of growth in sales.
Guy Blaskey explains: ?2016 has been a significant year for Pooch & Mutt, with the award-winning success of our new grain-free treats as well as the introduction of special edition Christmas products. It is particularly pleasing to see us reaching a new sales record. The video has been a fantastic marketing tool that has helped us achieve amazing results. Special thanks must go to the production company and the Pooch & Mutt team for delivering such a successful campaign, not forgetting Bengo the Boxer, the star of the ad! We’re now entering 2017 with continuing confidence in the business and look forward to another year of the dog!?