Black Hawk and Vitapet thank Australia’s pets for keeping people company in lockdown

Masterpet brands Black Hawk and Vitapet are paying tribute the four-legged friends that have kept Australians company during the COVID-19 pandemic.

In a social media campaign by The Works, Black Hawk asks people to imaging life without pets, in an effort to make Australians more appreciative of their cats and dogs. Meanwhile, Vitapet is encouraging people to give their pet a snuggle to say thanks for the company.

The videos were produced in three days, combining existing and user-generated footage. The campaign will be running on Facebook, Instagram and Youtube across Australia and New Zealand.

Both brands are encouraging people to share pictures and videos with their pets online, with the best being turned into content pieces on the Black Hawk and Vitapet brands.

Aaron Chillingworth, head of marketing for Masterpet Australia, wanted to reflect the vital role pets play in families.

“At Masterpet we are a passionate group of pet owners and very conscious of the important and in some instances vital role pets play in our lives. During this time that has been heightened even more and we wanted to acknowledge the role that our pets all play in our lives while we are isolating from home,” Chillingworth said.

Damian Pincus, founder and creative partner at The Works, added: “During this time of uncertainty, when many of us are working from and unsure when normality will resume, we need our pets more than ever. These videos are a way to say thanks to our four legged heroes who are keeping us calm and sane during self-isolation.”


Client: Masterpet ANZ
Creative agency: The Works
Content and production agency: Daresay


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