Meal styling content resonates with younger pet owners as a new partner for the brand's philosophy
Comment-based donation campaign launched November 18, pairing marketing with social contribution
The donation campaign TrustyFood ran with its first official ambassador, Daluka Bapsang, has closed with strong participation from pet owners.
TrustyFood, operated by LIMPID, said on November 28 that its five-day campaign, Healthy Meal Relay with Daluka, running November 18 to 22, drew a total of 2,271 supportive comments.
For every comment left on the campaign post on Daluka Bapsang's Instagram account in support of shelter animals, TrustyFood donated one freeze-dried patty starter to an animal welfare organization.
More than 2,000 comments in just five days reflected a high level of participation. TrustyFood will deliver 2,271 freeze-dried patty starters to the animal welfare organization Pocket Meong Center as promised.
Influencer marketing is common in the pet industry, but most campaigns stop at product promotion or discounts. This campaign was designed so that follower participation translated directly into donations.
A TrustyFood representative said, “A campaign where consumers take part directly and the result goes to a good cause tends to resonate with younger pet owners. It achieved both a lift in brand image and a real donation.”
Daluka Bapsang is a pet influencer known for content that presents a dog's everyday meals with care. Named TrustyFood's first official ambassador in November, the account led this campaign with the brand.
Since May, TrustyFood has run paw print donation relay campaigns at venues including Puppy Forest and K-Pet Fair. This online campaign was planned as part of the same direction, spreading a culture of giving.
A TrustyFood representative said, “It means a lot that so many owners took part in such a short window. We will continue running participatory campaigns in various forms with our ambassador.”
TrustyFood operates its general diet brand TrustyFood and its therapeutic diet brand Dr.Trusty on the basis of recipes designed by veterinarians specializing in nutrition and internal medicine and its own freeze-drying facility.