It could wear the title, “Ode to the One I Love”. The Works’s first campaign for Masterpet’s premium dog food range, Black Hawk, urges dog owners to join the real food movement for dogs, with an emotional montage of doggy moments and a voiceover that describes the qualities that describe both dogs and the brand.

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.

At the core of the campaign is the question, “‘You know what’s in their hearts but do you know what’s in their food?”

The 60 second cinema ad and 30 and 15 TVCs are supported by OOH, digital and social.

There is also a 90 second story about three-legged rescue dog, Gina:

Damian Pincus, founder and creative partner at The Works commented, “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, chief executive office at Masterpet added, “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, Black Hawk and Vitapet.

Credits:

Agency: The Works

Creative partner: Damian Pincus

Creative team: Dan Obey & 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