Kawaii campaign for pet food brand Hill's Science Diet
G2 Japan recently launched an engaging and fun interactive app for Hill’s Science Diet, called “YUMMY FACE Maker”. Pet owners were encouraged to take pictures of their pet after eating Hill’s Science Diet canned food and add a lip-smacking tasty tongue image to their pet’s photo. The campaign ran over a period of four months from September to December 2012. The website garnered over 2,500 postings in 60 days and a total of more than 4,000 photos over a four-month period.
To convey the palatability of the superior nutrition balanced Hill’s Science Diet for pets, now available in canned form, with a creative twist to increase top of mind brand recall amongst target audience – pet owners.
Strategy & Execution
“YUMMY FACE Maker”, is a simple app that allows users to add a tongue to their favourite pet’s photo in order to create their pet’s cute YUMMY FACE. Pet owners are required to go to the website: http://mypet.hills.co.jp/campaign/tastycan/generator.aspx to register in order to upload their pet’s YUMMY FACE. Organic spread occurred when pet owners shared their pet’s YUMMY FACE on their Facebook, Twitter and blog posts.
The website garnered over 2,500 postings in 60 days – a total of more than 4,000 photos over a four-month period. The campaign was also linked to Facebook, ensuring that it had scale via Likes or Shares. The campaign was successful in communicating the palatability of Hill’s Science Diet canned pet food in an interactive, fun and engaging manner via the “YUMMY FACE Maker” app.
Title: YUMMY FACE Maker app
Client: Hill’s-Colgate (JAPAN) Ltd.
Brand: Science Diet
Agency: G2 Japan
Date of campaign: 1 Sept 2012 – End of Dec 2012
Creative Director: IMAI Yasuhito (G2 Japan)
Senior Copy Writer: YOSHITSUGU Takako (G2 Japan)
Senior Art Director: YAMAZAKI Mitsunori (G2 Japan)