#PUPPERONI ONLY /

ADVERTISING CAMPAIGN

Advertising Design

Frisky and satirical, #PupperoniOnly is an advertising campaign that exaggerates the playful foundation of the Pupperoni brand. Pupperoni kept two goals in mind while determining their approach: stand apart from the large umbrella of industry competitors—a market that often finds itself in a repetitive cycle of predictable selling strategies—and to reconnect with their target audience on a personal level.

To achieve these goals, the selling voice of the campaign is put into the dog's point of view, reversing the relationship of the dog and its owner in a paradoxical twist. The ads are crafted in a home-made style, appearing as humorous ransom notes from dogs addressed to their owners. The ads propose a trade: good behavior from the dog in exchange for a Pupperoni Dog Treat Only a Pupperoni Dog Treat. By using typical command phrases such as “sit” as well as relatable situations a dog owner may find themselves in, these ads remind dog owners of their own canine companions and secure the connection of a brand-loyal consumer.