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Deep Dives

Paw by Blackmores x Good Weekend

The Brief

Health supplement brand Blackmores approached Nine in mid-2020 to launch their new range of pet supplements, designed to support our furry friends’ health with a focus on dermatology, digestion and joint care.

The groundbreaking products were new territory for Blackmores, so the campaign required a strong partnership with trusted brands that would also capture a pet-loving premium audience.

Harnessing Nine’s premium lifestyle publishing brands, an always-on approach was implemented, led by the The Sydney Morning Herald and The Age’s weekly insert magazines, Good Weekend and Sunday Life, and a bespoke print execution in the shape of a mini magazine.

The Execution

The mini-magazine launched in Good Weekend with incredible reader response, with many sending notes on how much they enjoyed the content, how helpful they found it, and even sending pictures of the pets enjoying a read.

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