When it comes to human food, people understand that raw natural ingredients lead to a healthier lifestyle. So what better way to get the message across of why Ivory Coat is good for pets than showcasing the performance of naturally fit adults and children thriving – and making the simple point: If they were a dog or cat, they’d probably eat Ivory Coat.

Rather than conform with category conventions, and showing dogs running or cats leaping, The Royals’ first campaign for the Australian-made natural pet food brand Ivory Coat demonstrates the benefits of a naturally nutritious diet in a way pet owners fully understand.

Titled “For pets as healthy as you”, the integrated campaign broke on Sunday 8 May and is running across Social, print, OOH, PoS, digital and PR, including tactical executions in print and digital.

The Royals Executive Creative Director Sebastian Vizor said: “While we love cute cat videos and pictures of adorable dogs as much as the next pet lover, we chose to leave them out of our campaign as a way of cutting through the category conventions. The pet food market is hugely competitive and the advertising mostly generic, and we were determined to bring a fresh approach to the task of getting Ivory Coat in more dog and cat bowls across Australia.”

Josh Wheeler, Marketing Manager, Dog Portfolio at Ivory Coat, added: “We loved the idea of showing the benefit of Ivory Coat’s Australian heritage and natural ingredients from a human perspective, and it was the reason we awarded the business to The Royals.

“Our mission is to deliver better nutrition and a healthier lifestyle for Australia’s pets through naturally Australian, high-quality and naturally nutritious pet food made from Australian meat and superfoods made right here in Australia. ‘For pets as healthy as you’ is a strong, simple idea that communicates Ivory Coat’s brand benefit in a clear yet unexpectedly bold way.”