Black Hawk
Launching a bold,
unique brand platform
Leading the pack towards healthier pets and tail-wagging happiness
Sector
Studio
Rethinking pet nutrition
People understand the benefits of real food and natural ingredients for themselves, but they often don't apply the same principles to their dogs' diets. This lack of awareness means well-meaning pet owners might inadvertenly feed junk food to their dogs.
Black Hawk is changing this by offering premium dog food options with high-quality natural ingredients that boost pet health and wellness.
In collaboration with frog, Black Hawk created a brand platform and marketing campaign to highlight the benefits of all-natural pet food.
Using source of volume we looked at potential areas for growth and through our conversation hierarchy process, we organized and prioritized our messaging to drive engagement and sales effectively.
We launched the brand platform â called âThe Real Food Movement for Petsâ â with a provocative and sincere tone of voice and a 'real and raw' visual identity.
This platform was promoted through an online advertising campaign and strategically placed out-of-home ads.
We helped launch a platform boosted sales and brought joy to countless dogs.
We helped launch a platform boosted sales and brought joy to countless dogs.
The platform used an authentic tone of voice to encourage pet owners to rethink their animals' diets.
Winning hearts and bowls
Project highlights
Challenge
Promoting natural choices
Black Hawk wanted to pet owners to look beyond the established brands in the premium pet food industry and to see the benefits of nutritionally balanced pet food with real ingredients.
Solution
Ingredients for success
âThe Real Food Movement for Petsâ platform and accompanying marketing campaign showcases all-natural pet food choices with a bold, sincere tone and a raw, authentic visual style.
Outcome
Real food, real impact
After launching the platform and campaign, Black Hawk experienced a 42% increase in product sales, a 300% growth in their database, and a 165% rise in conversion volume.
From underdog to top dog
âThe Real Food Movement for Petsâ platform and campaign successfully promoted all-natural alternatives to science-based pet foods.
Science-based brands have long dominated the premium pet food industry and built strong partnerships with vets. The platform and campaign encouraged pet owners to question their vets' recommendations and consider natural dog food.
The campaign featured five real Black Hawk customers and their dogs, capturing genuine bonding moments. Within a period of six months, 25,000 families started using Black Hawk products offered by the campaign.
âThe Real Food Movement for Pets" campaign also won an Effie, a prestigious Australian marketing communications award.
An increase in product sales propelled the brand from #6 to #1 in the premium pet food category in two years.
