News

Wagg unveils scented advert for dogs

Wagg Foods has developed the first dog food advert that smells of its product’s meaty goodness.

The billboard, which depicts a bowl of dog treats, headed up with the slogan, “Not to be sniffed at”, is scented with a customised aroma that Wagg researchers have developed after years of studying their four-legged customers’ preferences.

If it proves popular with dogs when it is unveiled at a number of busy London locations this week, the company plans to roll out the adverts across the UK.

The fragrance is a mix of 15 diverse fragrances, including bourgeonal, coumarin, eugenol and the exotic tolu extract. When combined these flavours create the meaty aroma that gets dogs panting.

Tom Page, sales and marketing director for Wagg Foods, said: “Dog food is usually marketed towards owners, but we decided that it was time to put the dog at the centre of things – after all, they’re the ones that enjoy our products. Our researchers have been working around the clock to develop a fragrance that dogs will love as much as they love our food.

“You have got to remember that a dog’s sense of smell is estimated to be at least a hundred thousand times as powerful as that of humans, so while we rely on our eyes to interpret the world around us, dogs rely on their noses.”

The unveiling of the scented advert is to coincide with the launch of Wagg’s new national TV advertising campaign.