2023 Winner

Smucker Food’s Milk-Bone, a market-leading dog treat brand in Canada, faced competition from new brands entering the market. To reach its goal of increasing its Facebook and Instagram followers by at least 50%, it created the “Chewpons” program, with Leo Burnett. The campaign encouraged pet parents to send pictures of chewed-up items and in exchange, they’d receive coupons for Milk-Bone treats – an item
dogs are meant to chew on.

The campaign was heavily targeted at young pet parents, with relatable bitten-up imagery in a promoted video and print media that drove people to Milk-Bone’s social channels, using a small, $10,000 media budget. DMs flooded in of chewed-up items ranging from stuffed animals to passports. The result was a 215% increase in Facebook visits, a 132% increase in Instagram followers and a 7,600% increase
in Facebook page reach.

Credits

Agency: Leo Burnett, Toronto
Client: Smucker Foods of Canada Corp.

Creative Agency: Leo Burnett, Toronto
President: Ben Tarr
Chief Creative Officers: Steve Persico, Lisa Greenberg
SVP, Head of Account Management: Natasha Dagenais
Chief Strategy Officer: Tahir Ahmad
Creative Director: Kohl Forsberg
VP, Group Creative Director, Design: Man Wai Wong
Copywriter: Aisling Penco
Art Director: Angelo Roldan
Designer: Angelo Roldan
VP, Group Account Director: David Buckspan
Group Account Director: Daniel Zimmerman
Account Director: Krzysztof Iwanicki
Account Supervisor: Janelle Pepin
Digital Project Manager: Tom Degez
Editor: Jason Grebski
Animator: Dan Purdy
Producer: Tania Gaudio
VP, Post and Print Production: Gord Cathmoir

Photographers: SATY+PRATHA (Saty Namvar and Pratha Samyrajah)
Prop Stylist: Chad Burton
Photo Assistant: Dustin Parr
Motion Direction: Saty Namvar and Pratha Samyrajah

Music House: Vapor Music
Music Producer: Erin Scott
Composer & Creative Director: Brendan Quinn
Audio Engineer: Julian Rudd
Sound Designer: Levi Considine

Post Company: The Vanity
Producer: Nicole Labbe
Colourist: Brock Cruess

Media Agency: Spark Foundry Canada
VP, Group Account Director: Paul Hewitt
Account Director: Sarah Crouch

Client: Smucker Foods of Canada Corp.
Vice President Marketing: Adam Zitney
Director, Integrated Consumer Experience: Jenny Thorne
Director of Marketing, Pet: Nancy Murphy
Integrated Marketing Communications Manager: Marisa Hattem