CAMPAIGN DESIGN
Don't Forget the Candy
A playful Halloween campaign that turned canned dog food into “CANdy,” using a limited-time offer to drive seasonal engagement and product consideration.
SCOPE
Campaign Design
CLIENT
ZIWI
Industry
Premium Pet Food
DURATION
2 Weeks
Challenge
Drive consideration and sales of ZIWI’s premium canned dog food during Halloween while engaging loyal customers and attracting new pet parents through a seasonal promotion.
Insight
Halloween is built around treats. Reframing canned food as “CANdy” created a playful connection between the seasonal ritual and ZIWI’s product while giving customers a timely reason to purchase.
Solution
Created Don’t Forget the CANdy, a playful Halloween campaign built around a 25% promotional offer and extended across social, email, digital advertising, and a dedicated landing page.
A playful Halloween visual direction brought the CANdy concept to life through bold seasonal color, custom illustration, and product-focused messaging.
Extended the campaign across social and digital formats, adapting the creative for multiple placements while maintaining a consistent seasonal identity and promotional message.
Email extended the campaign directly into the customer journey, introducing the seasonal offer and reinforcing urgency with a final promotional push before Halloween.
Seasonal Creativity That Drove Results
2.4M Views on Instagram and facebook.
Record-Breaking Canned Food Sales in the month of October
The campaign paired seasonal engagement with a promotional incentive that helped drive awareness, customer action, and company-reported record-breaking canned food sales.
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