Das Futterhaus CAMPAIGN
Das muss Liebe sein.
Copywriting: Christian Bosse, Cathrin Strahser, Ronja Kühner
Art Direction: Wilhelm Eckert, Caroline Kraemer
Creative Direction: Tobias Fritschen, Valentin Burkhardt
STRATEGY
The strategy is to position „Das Futterhaus“ as an emotional and relatable companion for pet owners, capturing the full spectrum of what it means to care for a pet. By leveraging the illustrative dog mascot already integrated into the logo, the campaign aims to differentiate itself in a market oversaturated with generic, cute pet imagery.
INSIGHT
Pet owners know that the bond with their pets goes beyond affection — it’s about the mess, the challenges, and the joy that comes with caring for them. The true insight lies in recognizing that, despite the quirks of owning a pet, this bond is always filled with love.
CREATIVE EXECUTION
The revamped dog mascot becomes the face of the brand, injecting humor and personality into every touchpoint. Illustrations depict everyday, often chaotic, pet-owner moments. Each scenario concludes with the phrase: „Das muss Liebe sein“ (This must be love), reinforcing the deep bond between pets and their owners. The bold yellow brand color, combined with quirky illustrations, ensures visibility across all media platforms, creating a fun and relatable connection with pet lovers.
CHANNELS
OOH, social media, wayfinding systems, website, and in-store displays.
