VitaPet, a leader in natural pet treats, has launched a new range of dog food, Food4Life, in a content-led campaign featuring TV personality David Campbell and developed by The Works and media agency Slingshot.

The campaign sees VitaPet partnering with Nine to create a four-part TV series hosted by Campbell and featuring celebrity guests and dog owners Paul Gallen, Stef and Gian (winners of the 2023 Block), Ruan Sims and Belinda Russell.

The Food4Life range is designed to cater to the nutritional needs of dogs from puppyhood through to their senior years, addressing a gap in the market for pet parents. The campaign includes an integrated media approach across TV, BVOD, OOH, branded content and social media, developed by Slingshot. The campaign also includes roaming billboards in key dog walking and play areas across the eastern seaboard.

The TV series, Dogs4Life, launched on Saturday 1 June and will run across 9 and 9Now. The Works is part of Capgemini. The campaign credits include Masterpet as the client, with Slingshot as the media agency and The Works as the creative agency. Other partners include Nine, oOh!media, Street Fighter Media, and Yahoo.

"VitaPet is a leader in natural treats and a brand loved by pets and their owners. Launching a high quality dog food in grocery was a natural next step. VitaPet Food4Life is a brilliant innovation in the category and we’re excited to approach the launch in a different way. Working with Nine has created a fruitful partnership for the brand," Damien Pincus, creative partner and founder at The Works, said.

Simon Corbett, CIO and founder at Slingshot, said VitaPet's Food4Life was a great example of a client who leads its category with innovative thinking.

"We are extremely proud of the great collaborative effort behind the scenes to bring this campaign to life and are excited to share it with Australian dog owners," he said.