ACANA Pet Foods UGC Campaign
Confirm that you have thoroughly read through the brief and are happy to fulfill it. By confirming, you also agree to complete and submit the required number of videos within 5 days of receiving the product (if any*).
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Confirm that you have thoroughly read through the brief and are happy to fulfill it. By confirming, you also agree to complete and submit the required content within 5 days of receiving the product (if any*).
Thanks for confirming! We'll now reach out with next steps, so you can start creating content soon!
Project Summary
The Brief
Create organic UGC-style video content showcasing the benefits of the ACANA Classics range and how much your dog loves the food. This could be in the style of a 'review' talking-to-camera video or focused on your dog with text overlay.
The objective of this campaign is to create authentic content that will resonate with pet owners and encourage purchases of the range by highlighting the nutritional benefits and flavour of the food.
TIP: Share which creative route (listed below) you would like to do!
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At ACANA, we love pets. That’s why our complete and balanced recipes are crafted with ingredients you know and love, to match your pet’s natural nutritional needs.
The ACANA Classics range consists of three recipes, ACANA Red Meat, ACANA Wild Coast and ACANA Prairie Poultry which means there is the perfect recipe for everyone.
Product range: https://www.acanapetfoods.co.uk/product-category/dog-food/acana-classics/
Depending on which recipe you go for please feel free to include Nutritional information and benefits within your video. You can find a list on each product page.
ACANA Red Meat: https://www.acanapetfoods.co.uk/product/acana-red-meat /
ACANA Wild Coast: https://www.acanapetfoods.co.uk/product/acana-wild-coast/
ACANA Prairie Poultry: https://www.acanapetfoods.co.uk/product/acana-prairie-poultry/
Messaging
Please utilize the provided messaging (either or both) as inspiration for your script or text overlays but infuse it with your own tone of voice to ensure it resonates authentically.
ACANA pet food features wholesome ingredients like fresh chicken and raw whole herring balanced with whole fruit and nutritious vegetables, so every meal is like it came from the farmer’s market.
Every ACANA recipe has a unique nutritional benefits and ingredients giving your dog/s everything they need to be healthy, happy, and strong.
Concept
Please choose one of the following creative routes and create a video with your own unique take on the creative. When creating the video please keep in mind who the ACANA audience is (description below).
Who is the ACANA lover?
They care for their pet like it is their child. They enjoy leisurely outdoor activities like gardening and walks outside with their pet. They also enjoy more indoor activities, like crafts, and love to cook comfort food. They want to be spoken to in a way that they can understand with just enough detail about what’s in the food, as well as what is not.
For them, a home doesn’t feel like a home without their pet.
NB: Content should feel natural and not too staged, we'd love to see real love, emotion and connection being displayed.
Creative Route 1
Review style video – in this video, talk about the nutritional benefits of the ACANA product and how much your dog loves the food. Talk about any immediate changes/benefits you have noticed since swapping the food, such as a shiny coat or boundless energy.
Creative Route 2
POV from your dog – in this case it would be a video from your dog’s perspective and could include a voiceover or captions, make sure it is light-hearted and fun but still outlines the Nutritional benefits of ACANA.
Creative Route 3
Morning/Evening routine with your dog – this video would be in the style of a day in the life routine and would include your dog's mealtime excitement. Include any enrichment activities you do and clips of your happy dog being themselves.
Please share your script/storyboard with us ahead of filming!
UPDATE: please film in 16x9 as that is the default format we need. After sign off please crop to 9x16. please frame yourself accordingly, thank you!
Breeds not permitted:
- Pit bull terrier
- Japanese Tosa
- Dogo Argentino
- Fila Braziliero
- The XL Bully
- Dalmatians
- Brachycephalic breeds (some not all) – please specify what breed your dog is.
- No puppies (as the campaign is adult food)
Content mandatories
Please do not feature any of the below control methods:
- Sticks
- Choke collars
- Spray/citronella collars
- Prong pinch collars
- Spiked collars
- Chain collars
- Extendible leads (risk of failure)
- Electric collars that use shocks and beeps to correct behaviour
- Negative handling / training methods – anything where the dog looks uncomfortable
Please do not feature any of the below dangerous activities:
- Carrying or fetching sticks
- Hanging from branches or tyres
- Hunting / field sports
Nutrition
- No images of very full or overflowing bowls of dog food
- No images of food other than ACANA including:
- Other brand or homemade treats
- Dog ice cream, dog cakes etc
Safety
- No images of dogs with young babies
- No images of poisonous plants e.g. blue bells, daffodils, foxgloves, holly, rhododendron, snowdrops and tulips
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This depends on what client you will be representing
This depends on what client you will be representing
This depends on what client you will be representing
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