Crawlies ‘Let Them Eat Bugs’
Gabriel Fargher, Annie Ross, Charlotte O'Connell, Kelsey Min
Problem: Demand for pet food is at an all-time high but the perceptions of how we can best nourish our pets are placing intense pressure of protein supply. Due to increasing supply shortages and the climate impact of traditional proteins an alternative must be found.
Solution: To utilise insect protein as a sustainable, delicious and high protein alternative to dog foods that use other forms of proteins that are in short supply
Insight: Dogs have been trying to tell us for years, they love bugs. Why not give them what they want; Let them eat bugs!
Target Audience: Dog lovers and owners who love a funny meme or two.
Dogs love their bugs. And out of all the bugs, flies are the ultimate goal. They buzz around their heads all day just taunting these poor clumsy creatures, outsmarting them with their agility then flying off leaving the dog with nothing but an empty stomach. The main idea behind this video is to emphasise the lengths that dogs go to in order to get their hands (or paws) on this tasty flying snack.
As part of the campaign, we curated a unique playlist with a stack of both canine and crawly themed songs. From Florence and Elvis’s “Hound Dog” to “Fireflies” by Owl City, listeners can access the Crawlies playlist by scanning one of the QR codes on a doggy bag dispenser around popular dog walking spots and off lead parks.
The Crawlies Instagram page mainly uses user generated content. With the use of the #letthemeatbugs, people can tag Crawlies on their own images - whether this is their own dog posing beside a bag of the crawlies product, eating a bowl of crawlies or even a funny video of their pet eating a bug/insect, we will be able to repost these images on our own account to create a community and reinforce audience engagement.