Play9, an innovative pet brand that launched less than a year ago, has achieved an extraordinary milestone by winning ‘Marketing Campaign of the Year’ at the 2024 Pet Industry Federation (PIF) Awards. Sponsored by Nobull Agency, this award celebrates Play9’s cheeky and disruptive slogan: “Most Other Dog Toys Are Just Balls,” which has resonated with pet parents through its authentic, creative messaging.
Play9 Founder, Lee Bridges, expressed his excitement: “This award feels surreal. To be acknowledged by the Pet Industry Federation within our first year is beyond our expectations. It’s a fantastic validation of our team’s hard work and a powerful motivator to keep pushing boundaries in the pet industry.”
When asked about the meaning behind the hilarious and somewhat provocative slogan, Lee said: “We know this ‘ballsy’ statement will raise some eyebrows, but we wanted to highlight the fact that the Roolo® is a completely unique offering, unlike any other pet product on the market.”
Play9: More Than Just Clever Marketers
While Play9’s campaign captured hearts with humour and creativity, the company is far more than just an eye-catching brand. Their mission is rooted in enriching canine lives by creating thoughtful, humane products that enhance a dog’s mental and physical well-being. Play9’s flagship product, the Roolo®, exemplifies this philosophy. A uniquely-shaped, treat-dispensing toy made from sustainable natural rubber, it encourages engaged play and can also be used as a slow feeder. Designed as a revolutionary enrichment tool, the Roolo® supports everything from positive behavioural reinforcement to stress reduction, stimulating dogs in ways that standard toys simply don’t.
To view all of the 2024 PIF award winners click here
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Dan Everett