Cesar takes over Pinterest with shoppable ads

For six weeks, the Mars brand will try to drive new product trial among an engaged community of pet owners.
cesar

A lot of users turn to Pinterest for their next meal idea, but Mars Pet Nutrition is working with Pinterest to get pet owners to think about what kind of food might get their dogs excited instead.

The Cesar brand is running a six-week takeover on the platform, beginning this week. The collaboration is a category-first campaign for a pet food brand in Canada and is meant to promote awareness and trial for two new wet dog food launches.

The takeover is based around Pinterest’s Digital Carting pins, which provide a fully shoppable digital ad unit and encourages real-time purchase. Users can click through the ad when it appears near other pet-related content, and directly purchase the dog food from their preferred retailer.

The company said in a statement that it worked with Pinterest because nine out of ten users say they use the platform to make purchase decisions, a big plus for a new product looking to drive trial. In addition, 62% of users have a dog or cat and are frequently searching for pet care and nutrition inspiration. They’re also looking for ways to get more content about their furry friends, with searches for “cute pets” up 92% and “puppy aesthetic” up 67%.

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