A campaign that gave dog food the beauty treatment

Up against the big dogs

Natures Menu needed to reach the new, fast-growing generation of pet owners and get them to question what’s in their dog’s food and consider raw as the alternative. But in a category dominated by big brands with huge budgets where the meaning of ‘natural’ was lost in a war of words, we needed to find a way to cut-through and compete.

People first insight

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 emotionally.

Unusual Everyday™ Idea

Using shortcuts to the beauty world we helped people make the link between healthy dogs and a Natures Menu raw diet through a tongue-in-cheek celebration of raw fed dogs. By presenting the benefits through a playfully aspirational lens – beautiful raw-fed dogs of all shapes and sizes ‘posing’ for the camera – alongside witty copy hitting key dog-ownership truths, we created a campaign that got people talking, and switching to, raw.