Beneful released a series of posters in Germany designed to attract dogs by releasing the smell of dog food. Following the poster promotion, in 2011, Beneful started airing television ads in Austria that included high pitch noises only dogs could hear to elicit a response from pets.
To draw in pet owners' attention, Beneful created a series of posters in Germany by releasing the smell of dog food. Following this campaign, in 2011, Beneful began airing TV ads in Austria featuring high-pitched noises that would only be audible to dogs, prompting them to react.