The agency will work with Blackmores to develop the PAW (Pure Animal Wellbeing) brand. The brand was developed by a Vet in 2006 following an emerging trend both overseas and in Australia amongst pet owners seeking preventative and long term natural health measures and wellbeing products for their pet. Sharing a similar philosophy, Blackmores acquired the PAW business and rebranded it PAW by Blackmores.
In order to step change communication with influencers (veterinarians), Blackmores saw the need to communicate with pet parents directly to drive awareness and develop trial of their products. Orchard, with its proven approach to brand communications for the animal health category, will be charged with this task. From July, the agency will be developing a brand campaign introducing pet owners to the category of natural pet healthcare products online and in-store.
Orchard has also picked up a digital project for global biopharmaceutical company, AbbVie (previously Abbott Pharmaceuticals).
The project is for one of the world’s largest medications, a biologic therapy that treats rheumatoid arthritis, among a number of other autoimmune diseases. A total of 400,000 Australians live with rheumatoid arthritis, a crippling disease that causes pain and swelling of the joints, heavily impacting on a person’s quality of life.
The agency will be creating an interactive program designed to empower people living with this condition. The program will encompass the complete spectrum of their needs, stretching from emotional aspects of their condition through to practical aspects of different treatment options.
Wai Kwok, managing partner of Orchard said of the wins, “It’s credit to the Orchard team and to the clients on both these exciting initiatives. For both briefs we took a very different approach to solving the client problem and we were delighted that the clients acknowledged this. Sounds like a no brainer in a pitch situation but you have to have faith that the clients have an appetite for this. What we will create will be very special for their respective categories.”