Long Live Dogs

4Legs is a much-loved Australian, family-owned natural dog food brand established over 25 years ago by a dedicated team of two-legged people.In the crowded pet food market, 4Legs had an opportunity to stand out by positioning itself not just as a brand that meets the practical needs of dog owners but also as one that fosters a strong emotional connection.

Our approach involved conducting extensive research to understand how to position 4Legs as a brand that recognises the importance of providing the finest nutrition for dogs and is driven by a deep emotional connection with dog owners.

We delved into the emotional reasons dog owners go to great lengths to provide their pets with the healthiest food, discovering that it’s rooted in the unparalleled joy dogs bring us and our desire for them to live long, healthy lives. This led to the new brand positioning, “Long Live Dogs.”

The brand positioning was then brought to life through a cohesive approach that spanned new packaging for eight SKUs, out-of-home (OOH) advertising, radio, paid and organic Meta campaigns, point of sale (Coles and Woolworths) and a newly launched website with a strong brand platform.

Stakeholders have warmly received the new brand platform. We’ve achieved an organic reach increase of over 500%, a rise in profile visits of more than 400%, and a growth in followers of over 80%. Hundreds of 4Legs customers have also engaged with our social media content, reflecting the strong emotional connection we’ve established.

“The team has been a transformative partner for 4Legs Pet Food. Facing declining sales, they conducted market research and developed a strategy that set us apart from competitors by connecting emotionally with our customers. Their ‘Long Live Dogs’ tagline captured the essence of our brand: helping dogs live longer, healthier lives.

They brought this concept to life with new packaging, a revamped website, and a targeted marketing campaign across social media, radio, and out-of-home panels. The campaign, tested in Tasmania, has already led to a noticeable increase in sales.”

John Ratten (CEO, 4Legs)