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It’s no surprise consumers are overwhelmed by seasonal content in the festive period, but brands still need to find a way to cut through.
During this time, Champion Petfoods set out to grow demand for its premium ACANA brand across the UK and Ireland. While the audience had previously responded well to influencer content, we knew success would require more than visibility – relevance and emotional warmth must follow.
We began with a key insight: pet owners trust people they relate to, especially when it comes to what their fur babies eat. So, we partnered with actress, Joanna Page – not just a familiar face, but a genuine dog owner with a natural connection to ACANA’s values.
Timed to coincide with renewed interest in Gavin & Stacey, due to the Christmas special, her festive Reels introduced her dogs – Lola and Bess – while highlighting the brand’s approach to high-quality nutrition and rotational feeding.
By structuring the campaign into three media phases to reflect the buyer journey, we developed video ads to build initial awareness, tailored engagement content for those who interacted, and focused messaging to drive clicks to stock providers and product pages.
But there was more. To build scale and credibility, we added supporting voices from micro-influencers – blending education with authenticity, ensuring to keep the tone consistent across touchpoints.
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