K9 NATURAL ALL JACKS
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Brief
Every year, K9 Natural sponsors the Jack Russell Race at the A&P show in Wanaka, New Zealand. A local event with traditionally 75 entrants and a small live audience. Our brief was to leverage the Jack Russel race sponsorship to grow K9 Natural brand awareness and foster brand love.
The big idea - The K9 Natural All Jacks.
In New Zealand rugby is everything. It’s more than our favourite sport, it’s our life. And there are no greater icons than our legendary national team. So, we decided to lean into this cultural truth and launch the K9 Natural All Jacks; the world’s smallest but mightiest sports team.
To lead the All Jacks we appointed veteran Wanaka Jack Russel race champion, Harry, as captain, then we told New Zealand All Jack’s trials would take place at this year’s Wanaka A&P show.
We rolled out an integrated national campaign the whole country could get behind, at the centre of which was the little-known Jack Russel race and our hopeful four-legged friends.
