July 27, 2026
How Draft Digital makes a challenger brand nationally visible with a smart out of home strategy.
Draft Digital has scaled the brand campaign of pet supplement brand Poows nationally with a broad out of home approach. The campaign combines national visibility with strategic placements around Jumbo and Plus stores, so brand awareness is built in places where consumers can actually buy the brand. The creative concept was developed by Fitzroy, Draft Digital handled the media strategy, media planning and the accompanying out of home buying, and Global is responsible for the national roll-out of the campaign.
This spring Poows broke with convention by linking the functional benefit of its products to recognisable, unfiltered moments from daily life with a dog or cat. That first wave was picked up widely in the trade press, including Adformatie and Fonk, and put the brand on the map as an outspoken newcomer on the supermarket shelf.
For challenger brands, national visibility is often a challenge. That is why Draft Digital developed a media strategy built not only on maximum reach but on the relevance of each contact moment. Combining national coverage with carefully chosen out of home placements around Jumbo and Plus creates a campaign that reaches consumers both on the move and close to the moment of purchase.
"A strong out of home campaign is not only about reach, but above all about relevance. By combining national visibility with targeted placements around Jumbo and Plus, we make sure consumers come across Poows several times, including in locations where the brand is available. That way brand building and purchase reinforce each other."
Lars Postmus, co-founder of Draft Digital
Collaboration
- Poows: client and brand.
- Fitzroy: creative concept and campaign executions.
- Draft Digital: media strategy, media planning and out of home buying.
- Global: national roll-out of the out of home campaign.
