Scented food advert aimed at dogs (From York Press)

Scented food advert aimed at dogs

11:15am Monday 1st March 2010

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FORGET 3D – the sense of smell rather than sight is the latest to be assailed by the advertising world.

But this campaign is not aimed at humans.

Instead, in a bid to get pooches’ tails wagging, North Yorkshire-based 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 pooches on an unveiling in London’s Soho, the company, whose headquarters is in Topcliffe, near Thirsk, 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 pooches panting, claims the company.

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.”

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