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

RAN IN: Australia

CLIENT
Masterpet

Sean Duggan, CEO
Gemma Lummieux, Marketing Director

AGENCY
The Works *Lead Agency

Cate Mathers, Planning Director
Damian Pincus , Creative Partner
Aaron Chillingworth, National Marketing Manager
Katherine Wawner, Creative Project Leader
Ben Glasson, Creative Project Leader
Mark Cole, Art Director
Dan O'Bey, Copywriter


Blue 449 *Lead Agency


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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CASE VIDEO


Classification: National

Language: English