News

Black Hawk applies ‘real food’ movement to man’s best friend in new campaign

Masterpet’s premium dog food range Black Hawk has launched a new campaign, urging dog owners to join “the real food movement”.

Black Hawk

The campaign, developed by Sydney-based agency The Works, includes an ad spot that captures dogs interacting with their owners as the narrator asks, “You know what’s in their hearts, but do you know what’s in their food?”

“There is a real food movement that we as humans have embraced as a healthier way to live,” Damian Pincus, founder and creative partner at The Works said. “We believe that passionate dog owners want to do the same for their pet. The Black Hawk brand has always lived up to this philosophy and the campaign brings this to light in a very emotional and engaging way.”

“Black Hawk has been at the forefront of the real food movement since its inception,” said Sean Duggan, CEO at Masterpet. “The partnership with The Works and Collider has resulted in a piece of communication that we believe genuinely captures this philosophy.”Black Hawk

The campaign, launching today, is rolling out on cinema, TV, OOH, digital and social.

The Works was also appointed to lead brand strategy, creative and digital for Vitapet, another Masterpet brand earlier this month.

Credits:

  • Creative Partner: Damian Pincus
  • Creative Team: Dan Obey and Mark Cole
  • Creative Project Leader: Katherine Wawner
  • Strategy: Cate Mathers
  • Producer: Rachel Solomon
  • Content Creator/ Director: Patrick Mazzolo
  • Production Company: Collider
  • Director: Jack Naylor
  • DOP: Chris Miles
  • Producer: Lucy Pilkington
  • Photographer: James Green
ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.