The newspaper business is said to be going to the dogs in the US. One may have to revise that expression, thanks to an innovative campaign for Cesar Sunrise, a brand of pet food for small dogs, from Mars Petcare. Dubbed as gourmet cuisine, its agency, the BBDO West division of BBDO Worldwide, have taken that literally, by creating a make-believe newspaper to chronicle the arrival of Cesar Sunrise. The newspaper with a suitably up market title, The West Highland Herald was distributed freely and has a website, with a pdf version.
The newspaper, replete with ads (Bark in a different language!) and an Op-Ed would make interesting reading for dog lovers. Small dogs are perceived to ‘extra cute’ by dog lovers and this newspaper ideas sits in very well with that sentiment. Great idea and execution.