(D)OOH premiere for Edgard & Cooper - pet food rated by dogs for dogs

Edgard & Cooper is celebrating its German (D)OOH debut: content from the pet food manufacturer was shown for the first time in Berlin, Hamburg, Cologne and Düsseldorf over a period of around one month in May and June. In addition to high-reach locations such as the main train stations in the cities, targeted points of interest were also used: In the vicinity of dog-walking areas or parks, classic OOH media, specifically large surfaces, full columns and premium light posters were used. The campaign was played out on giant public video screens at train stations and in central city squares. The motifs were also shown on the info screens in the cities mentioned and on the Public Video City Tower in Hamburg. This combination of OOH and DOOH ensured a considerable reach overall - a fitting choice to give Edgard & Cooper sufficient presence.

DOOHgs award three to five stars

For Edgard & Cooper, the main aim of the campaign was to strengthen the brand and awareness in Germany - and at the same time to anchor itself in the minds of dog and cat owners in a humorous way. This is ensured by the DOOHgs depicted with their witty sayings and insights into the dog's brain. 

In the campaign motifs, the company's four-legged customers leave what appear to be short star ratings for its culinary offerings in an aesthetic reminiscent of Google or Amazon reviews. As the mouthpieces of their owners, the dogs primarily address topics that characterize the everyday life of the target group's dogs: Typical behaviors such as sniffing another dog's bottom to greet them or recognizing food by the rustling of the bag are just two examples of the campaign's creative motifs. Appropriately in the spirit of the two eponymous dogs Edgard and Cooper of the two founders, whose culinary demands on their food led to the creation of the company.

The (D)OOH debut was accompanied by online measures and TV commercials to ensure that the messages conveyed were effective and repetitive. This is the first time Edgard & Cooper has invested in its brand presence to this extent. Marie-Christine Parsche, Marketing Manager at Edgard & Cooper, emphasizes: "The collaboration with Ströer has given us the opportunity to present our brand in an innovative and humorous way. We are a fan of classic OOH - it exudes something familiar. Exactly what we want to convey with Edgard & Cooper. The combination of classic OOH and DOOH has helped us to achieve a considerable reach and to anchor our message sustainably. We are grateful for the professional implementation and look forward to further joint projects." This case shows how a successful, target group-relevant advertising campaign can work with wit and charm.