DIARY: ICE TO ESKIMOS - Free tree with dog food adds bark to your bite

In January 1993 Jessica Hatfield, now chief executive of The Media Vehicle, had just joined a below-the-line agency. Her first task was to present to Hall Harrison & Cowley, the agency that handled the above-the-line account for Pascoe’s Dog Food.

In January 1993 Jessica Hatfield, now chief executive of The Media

Vehicle, had just joined a below-the-line agency. Her first task was to

present to Hall Harrison & Cowley, the agency that handled the

above-the-line account for Pascoe’s Dog Food.



New ideas for dog campaigns are few and far between - even Julian Clary

would admit there are only so many ways to describe your meaty chunks.

But after some thought, Hatfield plumped for another doggy pastime - al

fresco urination.



Hence, when she presented to account director Phil Broek, she suggested

a free tree should be given away with proofs of purchase. The sapling

giveaway fitted the client’s target audience, given that people with big

dogs have big gardens. The sale was made and ads were plastered all over

the press with the strap: ’Everything your dog needs, including a free

tree.’



Not only did Broek and his wife become Hatfield’s friends, but the idea

also gave her career a leg-up.