Independent Sydney agency The Works has created the first campaign for Masterpet’s premium dog food range Black Hawk, which urges dog owners to join the real food movement for dogs.

The new brand platform highlights how the Australian made brand is only prepared using real ingredients including real meat and real vegetables and does not include fillers or other nasties.

Launching today, the campaign includes a 60 second cinema ad and a 30 and 15 TVCs, OOH, digital and social. The spots show the unique relationship owners have with their dogs and asks ‘You know what’s in their hearts but do you know what’s in their food?’.

Damian Pincus, founder and creative partner at The Works said: “There is a real food movement that we as humans have embraced as a healthier way to live, 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.

“The passion that dog owners who use Black Hawk have for the brand is like nothing I have seen before and is really brought to life in some of the stories we filmed, specifically Gina the rescue dog.”

Sean Duggan, CEO at Masterpet said: “We at Masterpet are a unique group of passionate pet owners, and our unending commitment to delivering the best for our pets is no more evident than through the Black Hawk brand. Black Hawk has been at the forefront of the real food movement since its inception. We are immensely proud to share this philosophy within the Black Hawk community and to more and more people through real, honest nutrition for our pets. The partnership with The Works and Collider has resulted in a piece of communication that we believe genuinely captures this philosophy.”

The Works was appointed by Masterpet to lead brand strategy, creative and digital earlier this month for its brands including Black Hawk and Vitapet.

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