When raw food big dogs, Natures Menu, came to us for a creative campaign, we had our paws at the ready. The aim? To raise awareness and educate UK dog owners about the and convenience of raw dog food, as well as it’s raw-some benefits.
As market leader for the UK’s raw pet food offering, Natures Menu needed a bold campaign to shout about their expertise and convenience. Based in Norfolk and 40 years of raw food expertise under their belt, the Natures Menu team had a host of consumer insights for us to build a creative campaign around.
After initial immersive ideations from the creative team, we settled on one big idea that supported Natures Menu’s key messaging; Raw, Made Convenient. With an aim of building brand awareness as well as education around raw feeding, the campaign’s focus was on the ease of raw feeding and its benefits for both dog and pet parent. With our preferred concepts tested with consumers ahead of the shoot, the whole team felt confident that the chosen route would resonate well with our target audience.
So, it was time for pre-prod. With just two weeks to prep for the shoot, we worked alongside a Spanish production team to finalise locations, human and dog models, set design, timings, storyboards, schedules and shot lists.
To-do list complete, it was time for the Together team to fly to Barcelona.
Tasked with completing the full campaign shoot in just two days, the team had to transform the sunny Spanish landscapes into parks and flats that resembled typically gloomy London. Shooting content for the TVC, social, and OOH ads, there were plenty of shot lists and storyboards mapped out ahead of time to make the shoot days run as smoothly as possible.
With a TVC as the main output for the campaign, featuring in prime-time telly spots, we had further supporting creative including OOH, Spotify ads, social, print, and digital. The result? Natures Menu was a standout across all touchpoints, making for a cohesive 360 campaign.
The campaign is currently still live, so we’ll share our campaign’s results as soon as we can!