Slingshot and The Works launch new dog food with Nine TV show

The centrepiece of the campaign is a four-part TV series on Nine hosted by David Campbell, featuring celebrity guests and dog owners like Paul Gallen.

Slingshot and The Works, part of Capgemini, have unveiled an integrated campaign with VitaPet to launch new dog food, Food4Life.

The creative, developed by The Works, captures the many silhouettes and personalities pets show at different ages, while their pet food stays with them for life.


Slingshot and VitaPet partnered with Nine, which is creating and amplifying content across their entire network to build a relationship with pet parents.

The centrepiece of the Nine campaign is a four-part TV series hosted by David Campbell, featuring celebrity guests and dog owners Paul Gallen, 2023 The Block winners Stef and Gian, Ruan Simms and Belinda Russel.

The show sets out to uncover how dogs have an ability to make people better humans. Dogs4Life launched on Saturday 1 June and will run across Nine and 9Now.

“VitaPet is a leader in natural treats and a brand loved by pets and their owners. Launching a high quality dog food in grocery was a natural next step,” Damien Pincus, creative partner and founder at The Works, said.

“VitaPet Food4Life is a brilliant innovation in the category and we’re excited to approach the launch in a different way. Working with Nine has created a fruitful partnership for the brand.”

To align with the creative and emotive nature of the pet food category, Slingshot developed an integrated media approach building awareness and connection across TV, BVOD, OOH, branded content, and social media.

The campaign creates new moments of connection between pet parents and VitaPet through media, as well as meeting dogs and their owners in moments where they are connecting but no media formats exist.

To achieve this, Slingshot sent out roaming billboards to key dog walking and play areas across the eastern seaboard.

Simon Corbett, CIO and founder at Slingshot, said: “We love working with clients who lead their category with innovative thinking and VitaPet’s Food4Life is a great example of that.

“We are extremely proud of the great collaborative effort behind the scenes to bring this campaign to life and are excited to share it with Australian dog owners.”


Client: Masterpet
Head of Marketing: Aaron Chillingworth
Digital Marketing Manager: James Dowe
Brand Manager: Meredith Howe

Media Agency: Slingshot
CIO, Founder: Simon Corbett
Head of Strategy: Molly Blacker
Group Business Director: Brittany Cooper
Business Director: Taylor Kanty
Implementation Planner: Madeleine Weinstein
Media Assistant: Saxon Phillips

Creative Agency: The Works
Creative Partner: Damian Pincus
Art Director: Jackson Tate
Copywriter: Cameron Burnett
Strategy: Daniel Pankraz
Creative Project Lead: Millie-Mae Twort
Creative Project Manager: Sarah Warner
Director: Simon Kelly
Producer: Fabiana De Abreu

Production company: Colour Sock

Media partners:
Street Fighter Media

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