How Black Hawk took a big bite out of the premium dog food market

This case study looks at how Black Hawk, a premium dog food retailer, extended the 'real food' movement for humans to pets by using emotive creative to advertise its natural dog food to Australians.

Campaign details

Agency: The WorksAdvertiser: Black HawkCategory: Other Products

Executive 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...

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