A fun new campaign by Pedigree from New Zealand, promoting its "MyDog" Home Recipe dog food, describes familiar doggy activities as if they were culinary experiences on a pretentious restaurant menu.
The ads, by Colenso BBDO, describes a walk down the street (seen here), the park and an outing to the beach in over-the-top restaurant-style language narrated in a French accent. With some clever copywriting, they playfully mimic descriptions of food ("sundried sidewalk doused with the fragrant memory of free-range pigeon,") or wine ( "notes of go fetch ball, followed by a whiff of blade-cut grass before the briefest flirtation of Other Dog.")
"It turns out, our dogs have been the real gastronomes all along. And since every second show on human telly is about food right now, it seems about time we acknowledged our furry foodies, and gave them a dinner to match their palate," comments Dan Wright, executive creative director at Colenso BBDO.
The campaign also includes print ads, social content and a sniffable "dogustation" menu.