This is the story of how Schmackos, Australia's dog treat brand, reversed a five-year sales decline by reinvigorating a 30 year-old campaign platform of ‘Dogs go wacko for Schmackos’, radically refreshing its distinctive animated assets of Roger the dog and owner Dorothy.
The majority of media spend was invested in TV with a small amount of social. Evidence is presented that annual sales increased by 21%, volume market share grew by 19%, and use of promotions decreased. Econometrics is used to isolate the impact of advertising on sales growth from the impact of increased dog ownership during COVID lockdowns.