PROBLEM

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Natures Menu needed to reach the new, fast-growing generation of pet owners and get them to consider raw as an alternative. But in a category dominated by the big dogs, we needed to find a way to cut-through and compete.

 

INSIGHT

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We understood that in this post-lockdown world, now more than ever people see their dogs as an extension of themselves. Bad poos, scruffy hair, bad breath - all a reflection of how well you are caring for them both physically and mentally. 

 

IDEA

 

We gave dog food the beauty treatment with a tongue-in-cheek campaign that celebrated raw-fed dogs of all shapes and sizes. By presenting the benefits through a playfully aspirational lens, we got people talking, and switching to raw.