Foodie movement hits pet passionates
Background:
Black Hawk is an all-natural dog food brand that wanted to take a big bite out of a science-dominated market. By sniffing around the pet food space, we found a way to get our ‘pet passionates’ to think about their dog’s food differently and stray away from vet-endorsed science brands.
‘Science-based’ brands dominated the premium dog food market. They made up a whopping 86 percent of the category, with the ‘all-natural’ market segment only being able to grab 14 percent of sales.
Why? Because science is understood by vets – the most trusted single source for all pet care information – including pet food. Fifty percent of people buy based on a vet’s recommendation, with the other 50 percent buying based
