Schmackos offers $250,000 ‘reward’ for lost dog, Roger

Tim Burrowes

June 1, 2010 9:07

Mars Petcare’s Schmackos brand has launched a “search” for the star of its TV commercials, Roger the dog, led by his owner Dorothy.

The competition-based campaign, created by Sapient Nitro Melbourne, has seen “lost dog” posters placed on more than 15,000 power poles across the country offering a $250,000 reward for the return of Roger, who went missing after a trip to the ‘Schmackoville Schupermarket’.

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.

Topics

Advertising Mars Petcare

4 COMMENTS

Spankos 1 Jun 10

love this idea. very clever. perhaps experiential stuff too? vets? pounds?

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Wisepearl 1 Jun 10

Dunno about that – very ‘street’, but I’ve just peeled off the tape from my nature strip tree’s trunk after a sad little notice about a *real* lost dog was placed there the other week.

And frequently see the council workers trekking up and down King St Newtown stripping the swathes of notices and posters for recycling. Councils and residents mightn’t think it so clever….

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Lauren 1 Jun 10

“It’s a new direction for the brand that represents a much richer and immersive experience for the Schmackos consumer.”
Is this campaign designed for really smart dogs??? Or are their owners really fond of jerky???

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paigey 17 Jun 10

awsome were do i sign up

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