for the Digiday Programmatic Marketing Summit, May 6-8 in Palm Springs.
If you’ve ever wondered what it would be like if your pet were on Instagram, look no further than the latest campaign by pet food brand Nature’s Recipe: “Nature’s Recipe for Moments.”
The campaign casts dogs and cats as photo-journalists tasked with capturing shots of their quotidian existence. The pet food brand is giving pet owners special two-ounce cameras that easily attach to their pets’ collars and snap pictures of the the world from the pet’s perspective. With the help of agencies Digitaria, Starcom and VaynerMedia, Nature’s Recipe has also created a special site to collect all of these pet POV shots as pet scrapbooks so that people can share the images.
To start, 50 cameras have been given out to “influential pets and pet parents” who have already started posting pictures to the pet-version of Instagram. Unsurprisingly, this means lots of blurry shots, people’s legs, outdoor landscapes and some backsides of dog tongues. It’s actually pretty cute and fun to see what these pets see. It’s also entertaining to realize that your dog is actually a tortured artist trapped inside a four-legged body and that these blurred photos of grass and shots through fences are serious artistic doggy statements on longing, life, art, existentialism, post-modernism. Just kidding, all they want is food or a tummy-rub — don’t we all?
“We want to use technology to show the world through the eyes of our pets and help strengthen the relationship we have with them by bringing our worlds even closer together,” explained Paul Drohan, executive design director at Digitaria.
For Nature’s Recipe, this is a fun way to get pet owners to do what they already love doing: share stuff about their pets. And according to Digitaria, the agency is waiting to see the interest in the collar cameras before deciding whether to work toward mass producing them.
In the meantime, pet owners have the chance to win their own collar cameras by sharing their best pet photos on Facebook, Twitter or Instagram using the hashtag #RecipeForMoments from now until March.
Watch the campaign video below:
More in Marketing
X upgrades its ad platform in long overdue overhaul
This is the platform’s biggest update in its history, having previously been criticized for not keeping up with peers on performance.
Possible Day 2: Breaking down agentic’s impact on marketing, including multicultural
Day 2’s interviews featured Molly Battin of The Home Depot, Kirk McDonald of Sundial Media Group, and Omnicom Media’s Joanna O’Connell.
Meta opens its ad ecosystem to third-party AI tools
The platform is introducing Meta ads AI connectors, as part of its broader AI push to make campaign management easier.