our cork stoppers match your wine
Amorim Cork Stoppers
marketing & advertising, illustration & video and web & mobile
a campaign that feeds four-legged friends and the more compassionate side of consumers
Internutri, part of the Ovargado Group, is a brand specialising in complete, nutritious, and safe food for pets, offering a range of products to suit every stage of their lives.
In partnership with Animalife, Internutri wanted to launch the MIMAME campaign, a charity sales initiative with the aim of supporting more than 300 animal protection organisations and groups: when you buy a MIMAME ration, €1 goes to Animalife. The brand therefore needed support in developing a creative campaign and publicising it through digital media.
"Who pampers one, pampers all" is the motto behind the campaign, which includes a video spot, an informative website, and a digital promotion strategy.
The slogan "Who pampers one, pampers all" is inspired by the idea that gives life and purpose to the whole campaign: by buying food for their pet, consumers are also helping other animals in need. In a direct reference to the name of the food, MIMAME, the concept of 'pampering' also awakens the more emotional side with which owners relate to their pets.
A video spot was developed to bring the campaign to life and make it more memorable, encouraging participation. Combining humour and a sense of care in the message, the video seeks to highlight the positive impact that each purchase has on animals in need and on the lucky pets from whom the food was bought.
The story follows one person's journey as he buys MIMAME food for his dog. As he buys more food, the owner discovers that, with each purchase, he is contributing to feeding not only his pet but also animals in need, whose numbers are growing exponentially.
A landing page was also developed to support the campaign. With simple navigation and a cohesive visual line, users can learn more about the purpose of the campaign, consult stores available, discover the beneficiaries of the action and how this support is being channelled, encouraging active consumer participation.
The strategy included publicising the campaign in digital media by developing communication pieces for social networks and other digital platforms with the aim of extending its reach and encouraging take-up.
In a cohesive strategy, the MIMAME campaign seeks to show that caring for pets can also be a way of fuelling solidarity, resulting in an initiative with a strong, captivating message and a positive social impact.
Know more at: https://www.mimame.pt/