Ridley supports hard-working rural Aussies, both human and canine, with its nutritious and well-priced Aussie-made dog food – Cobber. When Ridley saw the rebrand of Cobber as an opportunity to remind farmers of Ridley’s intimate knowledge of local conditions and Australian heritage, they came to Currie for a campaign with bite.
Ridley set Currie the challenge to make Cobber the brand of choice for those that own, work and breed Australian working dogs, and to achieve a 20% increase in Cobber volume and value over 24 months.
Extensive farmer research shows that working dogs are a member of the team that need to earn their keep. Currie needed to help show that Ridley understands the valuable contribution of Aussie working dogs and that Cobber dog food is essential to getting them through the toughest of days.
Currie created the inaugural Cobber Challenge, a three-week campaign to discover Australia’s Hardest Working Dog. The challenge invoked a sense of competition and rivalry by involving eight working dogs from key Ridley markets – two each from SA, Victoria, NSW and Queensland. These dogs and their owners became excellent Cobber brand ambassadors.
Following the runaway success of the inaugural Cobber Challenge in 2016, Ridley decided to run the competition again in 2017 but make it truly national, by including dogs from WA and Tasmania.
GPS collars were fitted to each dog to record number of kilometres travelled each day, average speed and duration, with the statistics and a map displayed on a website. Points were assigned based on this data as part of the Challenge, enabling Australia’s Hardest Working Dog to be named.
Currie created a mixed media campaign using quality collateral that capitalised on the profile and personality of entrants and their owners. Photos and videos were used to increase uptake of strategically timed media releases targeting rural and regional media. This imagery was also used across existing social media platforms, with the existing Ridley ‘Cobber Dog’ Facebook page acting as ground-zero for campaign updates.
Results – every dog had its day
Social and traditional media results were strong, with the number of people following the Cobber Dog Facebook increasing by almost 70% in just under four weeks following the launch of the inaugural Cobber Challenge. Organic reach for the Facebook post featuring 2016’s winning dog, Larry (which featured a rebranded bag of Cobber dog food) was shared widely, reaching more 10,000 people.
The reach and engagement for the brand’s Facebook page was even higher during the 2017 Cobber Challenge, with followers growing by 21% during the campaign and the very high level of engagement (11.6%) soaring above the industry average (1%).
While the inaugural Cobber Challenge generated strong media coverage, the 2017 Challenge achieved significantly more (186 times) media reach and substantially more (42 times) than competitor dog food brands during the same period.
Print and online coverage in leading rural weeklies throughout the country was complemented by stories in working dog associations’ internal communications, including newsletters. In many cases, the media release supplied was run in full, featuring direct quotes from Ridley nutritionist David Nash, mentions of Cobber, mentions of Ridley and the dedicated website, www.cobberchallenge.com.au
What our client says
“Ridley was looking for an innovative and cost-effective way to promote the new positioning, look and feel for its Cobber range of dog feeds. The Cobber Challenge proposed by Currie met the brief perfectly and exceeded our expectations in the media it generated. Like all projects it encountered road-humps during the planning and execution phases which Currie proved to be more than adept at negotiating, ensuring that critical deadlines were still met and kept within budget. We really enjoyed the experience with working with Currie on this campaign and look forward to working with them on other campaigns in the future.”
Marika O’Leary, Marketing Product Manager, Ridley