LILY’S KITCHEN - PROPER TREATS

Campaign launch concept, product naming & copy, consumer comms, OOH/experiential

The campaign I concepted and developed for Lily’s Kitchen Proper Treats is called 'Little Moments of Joy'. It comes from the excitement your dog feels when you give them a treat - and how good that makes you feel too.

The brand strapline is Proper Food for Pets. I’ve always liked the human quality and meaning behind that line. Not just any pet food. Proper food. For my pet. It seemed natural that a new range of treats should be called Proper Treats. And each treat could have its own fun name and identity. I built on the idea of treat occasion and ‘moments of joy’, with a light-hearted, celebratory tone throughout on-pack, POS, online, emails and social.

The House of Treats brought many moments of joy to pups in London’s Belgravia. A specially-created dream house with five different rooms for dogs to enjoy to their heart’s content. Stealing socks from the laundry pile, diving into a bubble and ball-filled bath with squeaky rubber ducks, rolling in a pile of autumn leaves and chilling on the sofa with their favourite TV snacks.

Much to every dog’s delight, there was a stash of Lily’s Kitchen Proper Treats in every room to try, with a goodie bag full of the delicious treats to take home.