An OOH campaign where the real customers do the reviewing.
Client
Edgard & Cooper
The Challenge
Edgard & Cooper wanted to build stronger brand presence and awareness with dog and cat owners. Something memorably and in a way that feels true to the brand’s tone. The work needed to be humorous and relatable, while still feeling premium.
The Idea
If pet parents rely on reviews, let the dogs write them, turning Edgard & Cooper into the pet food that’s literally “Rated by Dogs & Cats, for Dogs & Cats”
The Solution
- Built the whole idea around one simple device: dogs/cats “review” the food with quick star ratings, using a format people instantly recognise from online reviews (Google/Amazon style).
- Let the dogs/cats do the talking inspired by real dog/cat behaviour (sniffing, getting excited by a rustling bag, etc.) so the humour feels true, not forced.
- Made it easy to roll out and refresh: a repeatable template (star rating + dog line) that works across formats and can be updated with new lines, new placements, and new markets.
- Chose locations with intent: big city screens for reach, plus placements where pet owners actually spend time (parks, walking routes, pet hotspots).
