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Mars - Dine
The power of storytelling was at the heart of this omnichannel campaign that highlighted Dine's sustainability, elevating the brand to category leadership.
ranking achieved for customer acquisition
new-to-brand (NTB) customers uplift vs STLY
increase in weekly sales YOY
Campaign Background and Objectives
The Mars Dine NPD omnichannel campaign used high-impact, storytelling assets to highlight Dine's sustainability. The objectives were to generate awareness and amplify the Dine sustainability credentials as a driver for customer acquisition and boost sales and brand engagement. Dine also sought to address category leakage and reinforce brand presence across the full customer journey.
Dine is positioned as a challenger brand in the cat subcategories at Woolworths, although it was outperforming the subcategory in online sales growth (10.3% vs. 7.5%).
Sustainability is a key driver for premium cat food buyers, with 63% of customers preferring to shop with brands that have a purpose beyond selling products.
50% of pet owners indicated they are more likely to buy from brands perceived as environmentally responsible.
Solutions and Results
The campaign utilised a cohesive, full-funnel omnichannel approach to build brand awareness, drive conversion and loyalty, and establish Dine as the leader in the cat category. Through creative and strategic innovation, high-impact storytelling assets transformed the sustainability message into a compelling, results-driven narrative beyond basic product or price promotion.
Cartology Front-of-Store Screens and Homepage Display drove awareness. Reach All Online Display reinforced consideration. Rewards EDM was most effective for converting and reactivating lapsing Dine customers. Collaboration was built on a deep, shared understanding of the customer, to co-create a mutually beneficial strategy. This ensured consistent messaging across diverse touchpoints, building a valuable customer segment for both Woolworths and Mars.
The campaign effectively raised awareness, drove sales, and boosted customer acquisition and brand engagement.
• Achieved the #1 ranking for customer acquisition.
• Saw a +32% new-to-brand (NTB) customers uplift vs STLY.
• Delivered +63% eDM redeemers from new customers (vs direct competitor and subcat group).
• Weekly sales experienced a +17% increase Year-Over-Year (YOY).
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