Effies
Australia
How Black Hawk took a big bite out of the premium dog food market
Agency
The Works
Client
Black Hawk
Awards
Bronze
Other Consumer Goods
Case Study
Summary
The premium dog food market was dominated by 'science-based' brands, who'd trained vets as far back as university to endorse them. By sniffing around, we found a way to not only get our 'Pet Passionates' to think about their dog's food differently, but circumvent those all-important vet endorsements.
Our idea was based on the brand truth: our food was all natural – and real. So we extended the 'real food' movement for humans to their pets using highly-emotive creative. An integrated media approach included new tricks for store staff, and we jumped right over the big brands.
Case study
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Credits
| Planning Director | Cate Mathers | ||||||||
| Creative Partner | Damian Pincus | ||||||||
| Creative Project Leader | Katherine Wawner | ||||||||
| Creative Project Leader | Ben Glasson | ||||||||
| Art Director | Mark Cole | ||||||||
| Copywriter | Dan O’Bey | ||||||||
| National Marketing Manager | Aaron Chillingworth | Masterpet | |||||||
| CEO | Sean Duggan | Masterpet | |||||||
| Marketing Director | Gemma Lummieux | Masterpet |