Adentity - Reklambyrå och kommunikationsbyrå i Malmö
Chewhoo! A Concept image of a girl giving a treat to a jumping dog. Wellichews. Made by Adentity for Swedencare and Nutriscience.
An image with text Chewhoo! Wellichews – Wellness in every bite on blurry grass. Made by Adentity for Swedencare

WelliChews™ – A chewy concept campaign

TARGETED WELLNESS FOR EVERYDAY GOOD LIFE

Chewhoo! A concept campaign with a playful twist for pet wellness. Together with Swedencare, Adentity developed a global integrated launch campaign for their new product, WelliChews™. The captivating tagline “Chewhoo! Wellness in every bite” and the conceptual statement “Targeted wellness for everyday good life,” together with expressive visuals, captured the unique features of the product. With elements adapted for different media, pets, and health activities, the campaign was promoted through mesmerising motion graphics, engaging storytelling, and attention-grabbing images. This is turned into a comprehensive and attractive campaign that will make WelliChews™ a new bestseller.

CONCEPTUAL APPROACHES WITH CHALLENGING DIMENSIONS

The campaign involved launching a new product category while at the same time highlighting individual products with different health benefits. We needed a general concept but also to show the individual therapy areas and pet products.

A range of Wellichews products made for Nutriscience and Swedencare by Adentity.

To visualise the campaign and show the integrated dimension, different conceptual routes were explored. The creative process landed on a concept based on movement and emotions, with pets sharing daily activities with their owners. The messaging focused on the different health aspects as well as the benefit of “do good, taste good”.

Thumbnail for showreel about Swedencare, wellichews campaign by adentity

To maintain a stringent brand building, the concept of “Targeted wellness for everyday good life” was kept in line with the NutriScience brand platform to build on the trust that comes from an established brand. The attention-grabbing headline “Chewhoo!” is a playful game with the word Woohoo and the actual chew product.

An image made by Adentity for Swedencare of SoMe material for Wellichews. Two SoMe posts shown in two smart phones.

To visualise the concept and transform it into a compelling campaign, we developed a new typeface, attractive images, perceptive messaging, unique icons, intriguing moving graphics, and a convincing story. The integrated global campaign had a primarily digital focus but was also equipped with specific retail elements.

CREATIVE DIGITAL ELEMENTS

The campaign focused on digital elements, and everything from motion graphics in the form of animations and social media posts to web banners and web shop information cards was created. To cover all the aspects of the campaign, we created elements for the overall concept as well as therapy area-specific content.

RETAIL & FAIR EXPOSURE

Although the campaign had a digital focus, we produced material supporting the product launch in-store and at fairs, communicating WelliChews™ to different audiences. We developed wobblers to draw attention to the shelf, a product brochure as a handout and posters to be used at fairs, all with QR codes to create a seamless marketing eco-system.

An image made by Adentity for Swedencare of printed material for Wellichews. Wobblers, folder and a retail stand.

CHEWHOO – GOING LIVE AT THE INTERZOO FAIR

Interzoo is the world’s leading trade fair for the pet industry. Wellichews created attention in the booth with a concept ad, video, and a fresh packaging design on display. (Image credit: Swedencare)

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