How Black Hawk took a big bite out of the premium dog food market Cate Mathers Source: Effies (Australia), Bronze, Australian Effie Awards, 2017 Downloaded from WARC This case study looks at how Black Hawk, a premium dog food retailer, extended the 'real...
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How Black Hawk took a big bite out of the premium dog food market Cate Mathers Source: Effies (Australia), Bronze, Australian Effie Awards, 2017 Downloaded from WARC 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. 'Science-based' brands dominated the premium dog food market because science is understood by vets and people buy off a vet's recommendation, meaning natural dog food brands such as Black Hawk suffered, even if they were the better choice, because they were not vet recommended. After conducting key stakeholder interviews, surveys and focus groups, Black Hawk found that humans project their own values onto their dogs, though this didn't necessarily translate in terms of eating naturally, with 70% barely able to name the first ingredient in their dog's food. The strategy was to make everything about the campaign real, so the bran
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