Improve Their Play
Hot Dog! it's a fresh new 360 campaign for Butternut Box that got tails wagging and rackets swinging all under one rallying cry: “Improve Their Play.” Butternut Box wanted to showcase the main purpose behind their Lawn Tennis Association partnership: making a healthy, active lifestyle more accessible for both dogs and humans, all while spotlighting the benefits of their fresh, gently cooked meals.
It was also their first foray into wooing a younger, more male-skewed audience, nudging them along the brand funnel in a way that felt anything but boring or bog standard. So we had a little think and came back with an idea that would LEVEL UP everyone’s serve...
Turns out two-thirds of grand slam players over the last 40 years have been dog owners. Coincidence? We don’t think so. A dog-tourage keeps tennis players grounded, calmer, and mentally stronger in between games. They basically make us fitter (mentally and physically). So we asked: if dogs improve our play, what happens when we improve theirs by feeding them fresh food? Only paw-sitive things, of course.
Our 360 campaign kicked off with an activation at Queen’s. We turned a normal Batak wall into a Butternut Box branded ‘Boop Wall’ featuring a large dog’s nose that you had to ‘Boop’. Tennis fans queued up to test their reflexes and win the ultimate prize of Queen’s final tickets. Top dogs on the day also got given a cool new cap that had “So Fetch” and “Hot Dog Summer” on which instantly became a hit in the stands. Over 2,000 guests took part, with an average of 150 players a day (plus plenty of repeat offenders).
Next across West London, 11 cheeky digital ads featuring tail wagging stars and punny “dog commentary” headlines popped up. Shot by Madeleine Penfold with a mix of amateur and “pawfessional” talent starring in the shots, they soon became impossible to ignore. A 30s Dog’s Eye Tennis film flipped classic tennis terms into pup-speak and landed everywhere from Sky TV to the big screens at Queen’s, Nottingham, and Eastbourne. (You can see more in the gallery at the bottom of this page too...)
At home with British wheelchair champ and Butternut Box ambassador Alfie Hewett, we shot ‘A Day in the Life’ with him and his gorgeous doberman lab cross, Penny. The video is filmed from her perspective, showing how Butternut fuels both their routines on and off court. Meanwhile, ‘A Pawfect Day Out’ gave one lucky dog the ultimate VIP Queen’s experience - a sniff-tacular behind-the-scenes tour captured entirely from their eye level. Spoiler alert!
Hospitality & Buzz
It wasn’t all about the pups. We made sure the HOOmans got in on the action too. Guests like journalist Hannah Swerling, Radio 1’s Lauren Layfield, fitness guru Tally Rye, and comedian Jake Lambert soaked up the courtside atmosphere courtesy of Butternut Box. And when Louise Thompson (yes, Made in Chelsea’s own) shared a selfie in a “So Fetch” cap, the internet did what it does best: fetch, like, repeat.
From the Boop Wall to the hottest merch at Queen’s to centre-court screens, “Improve Their Play” served fresh energy for Butternut Box in a space no other dog food brand has sniffed out before. Tennis + dogs + fresh food = game, set, match for House of Oddities.
🐾 An ace campaign all round 🎾 (Yeah, we said it)
Improve Their Play
Hot Dog! it's a fresh new 360 campaign for Butternut Box that got tails wagging and rackets swinging all under one rallying cry: “Improve Their Play.” Butternut Box wanted to showcase the main purpose behind their Lawn Tennis Association partnership: making a healthy, active lifestyle more accessible for both dogs and humans, all while spotlighting the benefits of their fresh, gently cooked meals.
It was also their first foray into wooing a younger, more male-skewed audience, nudging them along the brand funnel in a way that felt anything but boring or bog standard. So we had a little think and came back with an idea that would LEVEL UP everyone’s serve...
Turns out two-thirds of grand slam players over the last 40 years have been dog owners. Coincidence? We don’t think so. A dog-tourage keeps tennis players grounded, calmer, and mentally stronger in between games. They basically make us fitter (mentally and physically). So we asked: if dogs improve our play, what happens when we improve theirs by feeding them fresh food? Only paw-sitive things, of course.
Our 360 campaign kicked off with an activation at Queen’s. We turned a normal Batak wall into a Butternut Box branded ‘Boop Wall’ featuring a large dog’s nose that you had to ‘Boop’. Tennis fans queued up to test their reflexes and win the ultimate prize of Queen’s final tickets. Top dogs on the day also got given a cool new cap that had “So Fetch” and “Hot Dog Summer” on which instantly became a hit in the stands. Over 2,000 guests took part, with an average of 150 players a day (plus plenty of repeat offenders).
Next across West London, 11 cheeky digital ads featuring tail wagging stars and punny “dog commentary” headlines popped up. Shot by Madeleine Penfold with a mix of amateur and “pawfessional” talent starring in the shots, they soon became impossible to ignore. A 30s Dog’s Eye Tennis film flipped classic tennis terms into pup-speak and landed everywhere from Sky TV to the big screens at Queen’s, Nottingham, and Eastbourne. (You can see more in the gallery at the bottom of this page too...)
At home with British wheelchair champ and Butternut Box ambassador Alfie Hewett, we shot ‘A Day in the Life’ with him and his gorgeous doberman lab cross, Penny. The video is filmed from her perspective, showing how Butternut fuels both their routines on and off court. Meanwhile, ‘A Pawfect Day Out’ gave one lucky dog the ultimate VIP Queen’s experience - a sniff-tacular behind-the-scenes tour captured entirely from their eye level. Spoiler alert!
Hospitality & Buzz
It wasn’t all about the pups. We made sure the HOOmans got in on the action too. Guests like journalist Hannah Swerling, Radio 1’s Lauren Layfield, fitness guru Tally Rye, and comedian Jake Lambert soaked up the courtside atmosphere courtesy of Butternut Box. And when Louise Thompson (yes, Made in Chelsea’s own) shared a selfie in a “So Fetch” cap, the internet did what it does best: fetch, like, repeat.
From the Boop Wall to the hottest merch at Queen’s to centre-court screens, “Improve Their Play” served fresh energy for Butternut Box in a space no other dog food brand has sniffed out before. Tennis + dogs + fresh food = game, set, match for House of Oddities.
🐾 An ace campaign all round 🎾 (Yeah, we said it)
