Chewpons
Award: Shortlist
Shortlist / Commerce / Social / 2023
Leo Burnett Toronto helped Smuckers turn the things dogs chew into coupons for dog treats. To get one, dog owners sent in pictures of their chewed-up stuff on social media, and the brand replied with customised coupons for Milk-Bone treats. Smuckers received DMs of all kinds of chewed-up things that ranged from the sentimental, like a stuffed animal, to the truly heartbreaking, like a passport, and everything in between. With the help of its partners at WebSaver, the brand provided redeemable coupons in exchange. The coupons could be used at easily accessible retailers nationwide, from PetSmart to Rexall, Walmart and more.