Fur Media, Australia’s pet-focused media channel, has delivered significant growth in key brand metrics for New Zealand premium pet food brand ZIWI Peak via its vet clinic screen network.
The campaign, which ran across Fur Media’s national advertising network of more than 300 high-traffic vet reception screens in Australia, was designed to boost visibility for ZIWI Peak’s dog and cat food range, while also increasing the brand’s presence with pet parents visiting veterinary clinics.
ZIWI Peak is a New Zealand pet food brand crafting high-protein recipes from ethically sourced, exceptional-quality raw ingredients. ZIWI’s gentle processing methods preserve maximum nutrition, with no artificial ingredients or fillers. It’s nutrition pets instinctively crave, made to help them live the Peak life.
Fur Media’s brand uplift survey showed solid growth in both pet owner interest and consideration for ZIWI Peak’s pet food range, delivering a 200 per cent lift in interest in ZIWI Peak’s products, demonstrating strong active engagement with the brand.
Brand consideration also significantly increased, growing by 164 per cent for its cat products and 117 per cent for its dog products, with customers now twice as likely to buy ZIWI Peak products.
Positive perceptions for the brand also tripled, with ZIWI’s brand image up 21 points and 23 points respectively for cat and dog products.
ZIWI Peak is now working closely with the Fur Media team on the next phase of its awareness campaign.
ZIWI Peak Head of Marketing, APAC, Alex Fallowfield, said: “We’re incredibly pleased with the results of our partnership with Fur Media. Not only did we see a meaningful increase in brand consideration and interest, but we were also able to reach more pet owners in the moment they’re actively thinking about their pet’s health and wellbeing; that’s a powerful outcome for our brand.
“This campaign helped reinforce our commitment to quality, trusted pet food, while also introducing our products to new audiences who share those values.
“It’s been fantastic to see our work with Fur Media translate into measurable impact. We’re excited to build on this momentum and interest in ZIWI Peak alongside Fur Media.”
Fur Media Sales Director, Saskia Parton, said: “Our objective was to build meaningful connections between ZIWI Peak and pet owners at key decision-making moments. By combining our extensive digital out-of-home network with clear creative, we were able to drive a strong mid-funnel lift for ZIWI Peak’s cat and dog food range, along with a significant increase in both brand consideration and interest throughout the campaign.
“These results really demonstrate Fur Media’s ability to deliver tangible results for brands. This campaign not only strengthened awareness, but also influenced consideration, putting ZIWI Peak front-of-mind when customers are choosing premium pet food. Seeing such strong gains reinforces the effectiveness of the Fur Media offering and its ability to connect pet businesses and pet lovers with brands.”
Fur Media is Australia’s leading pet-focused media platform, reaching millions of pet owners monthly via its 300 screens, located in high-traffic vet receptions across Australia. The brainchild of media industry entrepreneurs Michael Ryan and Nic Cann, Fur Media was established to revolutionise pet media in Australia, New Zealand and globally.
Fur Media has already inked major deals with some of the country’s most trusted pet brands, including Boehringer (Nexgard), Elanco (Advocate), Everyday Pet Insurance and Greenies Pill Pockets (Mars).
Australia is a country that loves its pets, with animal enthusiasts helping to create a multi-billion- dollar industry for pet food producers, veterinarians and online pet supply companies.
The Australian pet food market is estimated to reach $5.8 billion in 2026, with a compound annual growth rate (CAGR) of 5 per cent. The figure jumps to more than $10 billion when veterinary services, pet insurance, grooming, accessories and supplements are added.
More than two-thirds of Australian households have at least one pet, giving the nation one of the highest pet ownership rates per capita in the world. In the past three years, 800,000 more households have pets, with 2.9 million more animals joining households, with dogs alone up 15.5 per cent since 2022.
