B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Pinterest
  • AFL
  • Federal Election
  • WPP
  • Thinkerbell
  • Anthony Albanese
  • NRL
  • State of Origin
  • AI
  • Cannes Lions
  • Spotlight on Sponsors
  • B&T Women in Media
  • EssenceMediaCom
  • Channel 10
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: The Works Transforms Dogs Into Humans In Latest Campaign For Masterpet’s Black Hawk
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > The Works Transforms Dogs Into Humans In Latest Campaign For Masterpet’s Black Hawk
AdvertisingCampaigns

The Works Transforms Dogs Into Humans In Latest Campaign For Masterpet’s Black Hawk

Tim Addington
Published on: 8th February 2018 at 11:10 AM
Tim Addington
Share
3 Min Read
SHARE

With more than 40 per cent of the nation’s dogs overweight or obese, Masterpet’s premium dog food range is encouraging owners to see their dogs in an innovative new light.

Black Hawk is turning their canines into human form as part of the latest extension for the ‘Real Food Movement for Pets’ created by The Works.

While this time of year is traditionally when humans get in shape, Black Hawk is encouraging owners to be better informed about their pets’ health and wellbeing by putting themselves in the paws of their dogs.

Developed by The Works, Black Hawk’s ‘DogCheck’ helps identify if their dog’s health is at risk due to obesity and helps them to take steps needed to improve their pet’s wellbeing.

Owners submit their dog’s current weight, gender, age and breed to the DogCheck website, which then transforms the data into human form enabling owners to visualise their dogs as they would see themselves.

The launch of DogCheck – which is accessible via smartphone and desktop – is being supported by PR, social, video content, and events.

Damian Pincus, creative partner at The Works, said: “We’ve all probably seen dog’s that are carrying a few too many kilos, but when we see how a dog would look in human form, it offers a useful frame of reference to pet owners unsure if their dog is a healthy size.

“This is a tool that provides long-term utility for owners to ensure their pet is as healthy as can possible be.”

Aaron Chillingworth, national marketing manager at Masterpet, said: “Black Hawk passionately stands behind the Real Food Movement.

“The evolution of this movement is DogCheck, where we are looking to shine a light on a growing issue in pet health in Australia.

“DogCheck is about showing passionate pet parents that pet health is more than just feeding great food. It is also about portion control and getting moving in order for your dog to live happy, healthy, longer lives.”

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Black Hawk, Masterpet, The Works
Share
By Tim Addington
Follow:
Communications professional with 15 years experience working in journalism, publishing and public relations for leading newspapers, magazines and PR agencies in the UK, Middle East and Australia. Currently working as executive director at peak trade association Publishers Australia after spending close to two years as communications director for independent Sydney advertising agency The Works in addition to providing PR consulting for media agencies, strategic marketing consultancies and experiential companies. Prior to The Works I was associate publisher and editor of leading advertising, marketing and media title, B&T, managing online and print editions, events and awards. Before moving to Australia I worked as editor of marketing and advertising magazine Campaign Middle East in Dubai, again overseeing online and the print magazine as well as developing and implementing educational and award events. Previously worked in public relations and UK national daily newspapers. Specialities include, strategic management, PR strategy, crisis management, media relations, writing, editing, event and people management.

Latest News

Telstra & Herpes Fly The Flag For Australasia In Final Cannes Lions Awards
21/06/2025
Australia Nabs Silver Marketing, Bronze Digital Young Lions Trophies
20/06/2025
Glimpse Inside the Cannes Jury Room  
20/06/2025
Destination NSW Partners With CommBank To Unlock Visitor Economy Insights
20/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?